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Sustainability of Government Microblog in China: Exploring Social Factors on Mobile Government Microblog Continuance

School of Information Management and Engineering, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, China
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Sustainability 2019, 11(24), 6887; https://doi.org/10.3390/su11246887
Received: 21 October 2019 / Revised: 15 November 2019 / Accepted: 22 November 2019 / Published: 4 December 2019
(This article belongs to the Special Issue Urban Mobility in the Smart City Era: The Role of the Web)
The sustainable development of mobile government social media depends citizens’ continued use. Based on the Stimulus-Organism-Response framework and social response theory, the present study investigated the impacts of perceived similarity and anthropomorphic cues on citizens’ mobile government microblog continuance. A research model of mobile government microblog continuance was developed and empirical tested by using dataset collected from 428 mobile government microblog citizens in China. The results of structural equation modeling demonstrated that perceived similarity (including external similarity and internal similarity), and anthropomorphic cues (including social interaction value, visual appearance, and identity attractiveness), have positive influences on both cognitive and affective involvement, which further determinate mobile government microblog continuance. Considering the path coefficient and significant levels, the impact from affective involvement on mobile government microblog continuance is stronger that from cognitive involvement. View Full-Text
Keywords: mobile government microblog; social response theory; anthropomorphic cues; perceived similarity; continuance mobile government microblog; social response theory; anthropomorphic cues; perceived similarity; continuance
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MDPI and ACS Style

Ni, C.; Yang, S.; Pan, Y.; Yao, J.; Li, Y.; Chen, Y. Sustainability of Government Microblog in China: Exploring Social Factors on Mobile Government Microblog Continuance. Sustainability 2019, 11, 6887.

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