感知有用性認知信念的實證研究:社會媒體在可持續(xù)電子政務中的作用

崔灝東

摘 要：本文是“電子政務服務使用信任、有效感知性、態(tài)度與持續(xù)意愿”的延伸研究。已有研究表明，繼續(xù)使用電子政務服務的意愿獨立于外部環(huán)境，感知有用性發(fā)揮著充分的中介作用，直接催化用戶的繼續(xù)使用意愿[75]。該篇文章將繼續(xù)探討在社交媒體不可或缺的情況下，“如果政務擴展（增強）到社交媒體應用的電子服務連接，它能作為用戶感知有用性和繼續(xù)使用意愿之間的中介嗎？”研究框架主要采用技術接受模型（TAM）和期望確認理論模型（ECT/ECM）來驗證研究假設和中介效應。結果顯示，大多數(shù)用戶對加強電子服務與社交媒體應用的連通性表達了積極的看法。在社交媒體的介入下，感知有用性不再直接與持續(xù)行為相關，而是被社交媒體的中介作用所替代。

關鍵詞：電子政務，感知有用性，SEM，社交媒體。

Abstract：This article is an extended study of “Trust， Perceived Useful， Attitude and Continuance Intention to Use E-Government Service： An Empirical Study in Taiwan”. Previous research has shown that the intention to continue using e-government services is independent from the external environment， and the perceived usefulness plays a full mediating role that directly catalyzes users' continuance use intention [75]. This article will continue to explore under the social media indispensability， “If the government extends （enhances） e-service connectivity to social media application， can it serve as a mediator between users perceived usefulness and continued use intention？” The research framework is mainly adapted from technology acceptance model （TAM） and expectation confirmation theory model （ECT/ECM） in validating the research hypotheses and mediating effect. The results showed that most users express positive views on enhancing e-service connectivity to social media application. With the intervention of social media， perceived usefulness is not directly related to continuous behavior， but is replaced by the mediating role of social media.

Keywords： E-government， Perceived usefulness， SEM， Social media.

1.Introduction

We have noticed from Taiwans TDOAS report that as early as 2009， the initial access rate of e-information and e-transactions services on government portals had reached medium levels of 50.8% and 30.3%. However， over the past eight years， the ratio of these two services continued to fall to 35.4% and 27.7% in 2017. The most striking of these is that most users indicate that they prefer to choose social media as a source of relevant information. In view of the above， previous research has shown that the intention to continue using internal e-government services is independent from the external environment （regardless of the flourishing development of generic social network application）. Obviously， the perceived usefulness plays a full mediating role that directly catalyzes users' continuance use intention. From the other end of the spectrum， since perceived usefulness of an e-service is positively associated with the attitude towards users continuance intention; people may inclined to give high evaluations and comments on the deployment of new technologies or innovative applications， if the user finds that service is as useful as perceived then will forms a positive attitude towards reuse behavior. Bhattacherjee et al. also point out that sometimes users' perceptions of usefulness will directly drive their continued intent， because they find that the service meets their needs， then it is possible to bypass the validation process and continue to use it directly [58].

In practice， social media is extensively used in online commercial activities and political campaigning since 2000， whilst governments still struggle to understand how best to use social media strategy to implement on operational activities and the digital transformation. Compared with the real world of e-commerce， online services and message responses provided by government authorities are sometimes insufficient and lack of convenient alternatives. Therefore the question arises， under the social media indispensability， if the government extends （enhances） e-service connectivity to social media application， and can it serve as a mediator between users perceived usefulness and continued use intention？ We will discuss in detail in this study

2.Theoretical Framework and Hypotheses

2.1Social Media Roles in the E-Government Scenario

E-government initiative is an innovative approach emerged in the late 1990′s to running public service more efficiency in government agencies. Which can be considered the second revolution of public administration after New Public Management （NPM） [56] [64] as part of an effort to make the public service more "businesslike" by using private sector management models. Observed from the “United Nations E-Government Survey 2008-2018”， it has significantly changed the way services are provided and the basic relationship between government and citizens. The Waseda University's “2018 International Digital Government Rankings Survey” states that countries in all regions of the world are continuing their efforts to enhance digital governance and promote digital innovation [74]. At the same time， most of the governments have increased their excellent achievements in citizen-centric approach and demand-pull online services. When we look at government online services or e-governance provisioned at this moment， it actually includes the implementation of some new concepts， especially in some practice of digital inclusion covering such electronic democracy， decision transparency and accountability [10] [38] [48].

The 2018 UN e-government survey clearly shows that digitalization and social media are the focus of government network development at this stage both have changed the nature of cooperation in service delivery [56]. The Wasedas report also shows that there are some new trends in the use of ICTs in government activities that will have potential impacts in the coming years， such as in “Expanding the scale of smart city and e-local government” boundary [74]. Such e-services delivery at local governments would be more innovative and lower thresholds for reforming bureaucracies than in higher-level public sectors， its primarily derives from the flexibility of adopting new technologies and applications in those online activities. In practice， both surveys emphasize that policy makers and executors should strive to explore a more appropriate service mechanisms in current social atmosphere， especially through the expansion of social media application and connections.

As a modern country， the ability to maintain honesty and trust with citizens is essential to building a good relationship between the two. Just like a business， social media provides a perfect way to stay transparent and clear with their customers. Its not only a good way to share memes and keep up with the trends， but also a very powerful solution for government organizations to interact with the public and disseminate information or services.

2.2 Social Media Roles in the TAM Scenario

The technology acceptance model （TAM） introduced by Davis， Bagozzi and Warshaw in 1989， it derived from the theory of reasoned action （TRA） [13] [17] to predict the acceptability of a specific system and to identify the modification factors in assessment [20]. TAM replaces TRAs attitude construct with two different beliefs named， perceived usefulness and perceived ease of use， both are used as significant beliefs to influence his or hers intention to adopt a newly developed technology [8] [12] [51] [52]. Perceived usefulness （PU） is the degree to which a user thinks a technology would enhance performance or productivity in workplace; it effective reflects the function of information system （IS） performance and measure the overall productivity， effectiveness and efficiency. Perceived ease of use （PEOU） as "the degree to which a person believes that using a particular system would be free from effort"， which is to measure the extent of self-efficacy， including ease of learning， understanding， operationand control [26] [27] [37] [43].

The TAM model demonstrates the direct linkage between perceived usefulness and behavioral intention to use， which is stronger than another attitude in perceived ease of use. It represents that perceived usefulness act as a major determinant that will influence actual system use [12]. The subsequent studies also confirmed that perceived usefulness also substantially affects attitudes during ante and post acceptance stages of IS use; while perceived ease of use is non-significant associated with attitude in the post acceptance stage [12] [34] [58]. However， if two new IS offer the same functionality， most users will find useful one that is easier to use [15].

If we switch to the contemporary United States， “Social Media Use in 2018” by Pew Research shows that 88% of people 18-29 years old have at least one social media account [71]， and over 60% of 13 to 17-year-olds have at least one profile on social media， with many spending more than two hours per day on social networking sites [72]. From the perspective of our research context， those scenarios experienced in Taiwan， Japan or U.S. are all seem to be able mapping to the TAM's theoretical framework; the prevailing of social media trend has indeed influence the evaluation of PU and PEOU toward attitude and behavioral intention to re-act [54] [61]. Based on the above discussion， we replace attitude in TAM's model （Figure 2） by focus into social media application to be consistent with the research context （Figure 1）. Therefore， the following research hypotheses are proposed：

H1： Perceived usefulness in e-government service is positively associated with social media application toward users intention to continue use.

H2： Social media application in e-government service is positively associated with users intention to continue use.

2.3The Continuance Intention in ECT and ECM

The expectation confirmation theory （ECT） is a theory that derived from cognitive dissonance theory. It seeks to identify what determines the individual consumers satisfaction and whether they will repurchase the product or service [39] [57] [66] [68]， which being widely used in behavior research of consumer marketing and information system adoption [6] [33] [45] [55]. ECT model assumes that pre-expectations and perceived performance will lead to post-purchase satisfaction. In other words， when ones disconfirmation is positive which will posit to increase post-satisfaction， and if negative， the result will be reversed. The following research by Oliver （1980） also confirmed the hypothesis test of the ECT model [57]. Compared with TAM's initial behavior and planned behavior theory （TPB） research， the framework of ECT can be regarded as a dynamic process model of post hoc research [49]. However， Bhattacherjee argued that ECT mainly ignores potential changes in users' expectations after using new products or systems， and the impact of these changes on subsequent cognitive processes.

Bhattacherjees expectation confirmation model （ECM） is mainly derived from the continuation of the three models ECT， TAM and TPB [1] [12] [21]. ECM focuses on three major variables in determining the intention of continuous use， including expectations， satisfaction and confirmation， while the pre-consumption expectation in ECT is replaced by ECMs post-consumption expectations. In ECM， the ex-post expectation is represented by perceived usefulness， since perceived usefulness is a cognitive belief salient to IS use.Although the theoretical extension of ECM was mainly drawn upon ECT， ECMs framework is distinct from ECT since the initial adoption behavior does not represent an intention that would automatically lead to continued use. Bhattacherjee asserts that perceived usefulness just as the cognitive belief in IS acceptance contexts which may also be related [58] [59]. Compared to TAM's model， ECM is believed to contribute a more meaningful dimension in exploring attitudes toward users perceived usefulness， satisfaction and continued use intention [12] [43] [44] [58] [60] [65].

Teo， Srivastava， and Jiang conducted an empirical study in 2008， combining online trust with IS's success model （DeLone/McLean） and the framework of ECM to explore the factors that contribute to the success of e-government services. The research indicates that the intent of continuing to use e-government websites is similar to users revisiting specific business portals. Especially in the post-adoption phase， users' intentions to continue using government websites often follow repetitive behaviors and are affected by feedback mechanisms. Teo， Srivastava， and Jiangs finding can be regarded as consistent with the arguments of the ECM model. [50] [53] [62]. Extrapolating from these arguments， here we propose the third research hypothesis：

H3： Perceived usefulness in e-government service is positively associated with users intention to continue use.

Figure 1. The extended frameworkFigure 2. The original framework

（Social media intervention） *** p<0.001， ** p<0.01， * p<0.05

3.Method

The research framework was mainly adapted from technology acceptance model （TAM） and expectation confirmation theory model （ECT/ECM）， in validating research hypotheses and mediating effect. The research framework posits two exogenous variables of perceived usefulness （the performance of e-government service）， and social media application （the government extends （enhances） e-service connectivity）. The third variable is the intention to continue using e-government services as an endogenous variable. The original questionnaire consisted of 20 questions attributed to three constructs， which was adapted from the existing literature of validated scales （Table 1）. The corresponding answers are coded as a five-point Likert scale from “strongly disagree” to “strong agree”. The scale first invites five graduate students majoring in business and social sciences to conduct a pre-test， to check that each item in the questionnaire is clear and easy to understand without any ambiguity， to ensure the reliability and validity in the measurement model. After removing the low-reliability items from the original question， the total Cronbach's Alpha value exceeds the standard 0.7 [42]， from the perspective of statistical analysis， this scale is suitable for entering the next stage of the formal questionnaire survey.

The sample allocation was conducted by stratified proportional sampling method based on the 2018 demographic data in Ministry of Interior Taiwan [14]. The respondents mainly invited 400 subjects from the PCCU campus， based on their different attributes and their experience of accessing electronic services on public portals. The survey is conducted in a timely manner and careful explained in advance to ensure the validity of the scale and achieve an effective response rate of 100%. In Taiwan， the age of e-government adopters is mainly distributed between 20 and 39， accounting for 38.5% of total users. Therefore， the design of the sample distribution not only conforms to the outline of the TDOAS survey， but also avoids potential bias to provide a lively and effective scale for our research [69].

Under the social media indispensability， the assessment tool will adopt structural equation model （SEM） technique to identify “If the government extends （enhances） e-service connectivity to social media application， can it serve as a mediator between users perceived usefulness and continued use intention？” The first advantage of using the SEM multiple regression analysis is both measurement and structural models can be incorporated into simultaneous analysis [16] [74]. The measurement model includes factors loading that are expected to converge on their proposed constructs; while structural model involves examining the proposed hypotheses among theoretical framework and providing an overall model fit. The second advantage is SEM is being capable of impute relationships between unobserved constructs from observable variables [41] [63] [73]. According to the above procedure of research method， it should be able to effectively achieve the study goals of this article.

4.The Measurement Model

The assessment of normality shows that all variables are conforms to the suggested standard values， skewness < 2， and kurtosis < 7 [23] [31] [36]. Multivariate kurtosis c.r. value is 114.85 also in line with Bollen and Stine （1993） suggested threshold [7] [22] [24]. The preliminary offending test illustrates all error variances were ranged from 0.04 to 0.38 of significance， positive support; standard errors of variances are range from 0.01 to 0.04 of significance， and factor loadings without exceeding or very close to value 1.0. Further， as part of justifying in measurement model， the study will proceed with confirmatory factor analysis （CFA） to verify convergent validity and discriminant validity of the scale [9] [18] [19] [47].

For convergent validity， Table 2 shows the standardized factor loadings to the corresponding variable are highly significant that range from 0.59 to 0.95. CR on perceived usefulness is 0.889， social media application is 0.935 and intention is 0.858; AVE on perceived usefulness is 0.674， social media application is 0.744， and intention is 0.670. All the observed variables have reach a highly degree of reliability and convergent validity [9] [18] [28] [29] [30]. For discriminant validity， the study adopts bootstrap estimation method of confidence interval （CI）， which includes： bias-corrected percentile， percentile， and point estimation method （Table 3）. If the interval contains a value of 1 at the 95% confidence level of the correlation coefficient， the null hypothesis is rejected， which means that there is discriminative validity between the two constructs， and vice versa [16] [11]. Table 4 shows each of confidence interval estimation doesnt contain value 1; it indicates the discriminant validity was satisfied for every variable of the proposed model.

5.The Structural Model

After proposing the modification process of the model， Table 4 shows three fit indices including the absolute fit indices， incremental fit indices， and parsimonious fit indices， all meet the recommended thresholds [2] [3] [32]. The path coefficients and hypotheses test in SEM model （Figure 3） indicates that perceived usefulness is both positively associated with social media application and continuance use intention toward e-government services. H1 and H3 are supported. However， the direct link between social media application and users intention is also found to be significantly associated. Therefore， the proposed hypotheses H1， H2 and H3 among theoretical framework are all supported.

6.The Mediation Effect

In social sciences research， a mediation model is to identify the process that underlies an observed relationship between an independent variable and a dependent variable via third mediator variable; especially when they appear havent a definite connection [5] [25] [73]. In our context， we will continue to discuss under the social media indispensability， if the government extends （enhances） e-service connectivity to social media application， can it serve as a mediator between users perceived usefulness and continued use intention？

Since we have acknowledged that three proposed hypotheses H1， H2 and H3 are all supported， obtained regression weights γ=0.77， β=0.32， andγ=0.18 in sequence. Whereas， we also observed the direct path between “ICU←PU” in Table 5， if out of indirect effect （γ=0.25） from the total effect （γ=0.43）， leaving only （γ=0.18） in direct effect. Obviously， this may probably cause by third mediator variable （social media application）， from practical of view， the strengths of three loading factors are inconsistent， and its need further to clarify the causal relationship between the variables [46].

Table 6 shows the indirect effect and direct effect of perceived usefulness on users intention， using product of coefficients， bootstrapping CI of bias-corrected and percentile and MacKinnon of PRODCLIN2 methods[35] [73]. In bootstrapping CI at 95% level， if the upper and lower limit of the estimated value does not including zero， which represent exists the mediation effect. The indirect effects in （PU→BI）， product of coefficients Z = 3 > |1.96|， bootstrap CI and MacKinnon PRODCLIN2 doesnt contain zero; test results indicate that indirect effect is significant exists. However， the direct effects of product of coefficients Z = 1.47 < |1.96| threshold， both bootstrap CI and MacKinnon PRODCLIN2 contain zero， representing the direct effects doesnt exist [40]. From technical point of view， with the intervention of social media， perceived usefulness is not directly related to continuous behavior， but replaced by the mediating role of social media.

7.Discussions and Implications

This article is an extended study of “Trust， Perceived Useful， Attitude and Continuance Intention to Use E-Government Service： An Empirical Study in Taiwan”. Previous studies has verified that the intention to continue using e-government services is independent from the external environment; while perceived usefulness plays a full mediating role that direct catalyzes users' continuance use intention. However， accompany with the prevailing of social media trend， it has indeed influence the commons perception toward service quality and effectiveness on government portals [56]. Along the same vein， the study conducted an in-depth analysis continues to explore under the social media indispensability， if the government extends （enhances） e-service connectivity to social media application， can it serve as a mediator between users perceived usefulness and continued use intention？ Through the path coefficients and hypotheses test in SEM model （Figure 3）， we find that perceived usefulness is both positively associated with social media application and continuance use intention toward e-government services. H1 and H3 are supported. The direct link between social media application and users intention （H2） is also found to be significantly associated. However， we found that the strength of three paths loading factor are not consistent， which may cause by the mediation effect of social media application， and need proceed to the next stage of clarifying the causal relationship between variables. The final results showed that most users take a positive attitude to this issue， but if intervened through the use of social media， the perceived usefulness does not seem to be directly related to continuous use behavior， but is replaced by a full mediation role connecting social media.

From a practical point of view， the "United Nations e-government survey" and "The Waseda-IAC's international e-government ranking survey" both clearly support the findings of this article. They emphasized that today's governments need to continuously evaluate the innovative trends in ICT use， which will have a potential impact on e-government service models in the coming years [74]. This mainly includes social media， the Internet of Things， and big data analytics， which can provide more attractive and innovative mechanisms for government online services. For example， Waseda's annual survey retains ten key indicators and 35 sub-indicators to accurately and precisely assess the latest developments in e-government in the ICT sector in all target countries. We can easily identify the top ten countries in 2017 and 2018， such as Denmark， Singapore， United Kingdom， United States， Japan， and South Korea [74]. Their government websites all have basic common elements that allow users to perform cluster-type communicated with each other and access via links on social media for relevant information and services.

In practice， although our research has found interventions in the connection of e-service and social media application; we still need to emphasize the performance of perceived usefulness is still expected to be the most salient factor influencing users ex-post attitude. People may be inclined to give high evaluations and comments on the deployment of new technologies or innovative applications， if the user finds that service is as useful as perceived then will forms a positive attitude towards reusing. But sometimes users' different perceptions of usefulness will directly drive their continued intent， because they find that the service meets their needs （or the only choice）， then it is possible to bypass the validation process and continue to use it directly [58]. The success of e-government initiatives is contingent upon citizens satisfaction， and continued use. Compared with the e-commerce environment， governments must recognize the common fact that most of the public sector online services and feedback mechanisms are insufficient or lack convenient alternatives. Therefore， as a modern government， the most important duty is to constantly assess the impact of its innovative use of ICT to different modes of e-government services， in order to meet the continuing needs of the users.

8.Conclusions and limitations

This paper highlights the importance of continuous use behavioral research on a specific information system， especially in the context of e-government framework. From the perspective of empirical research， regardless of the differences in theoretical models， hypothesis verification process or research fields， the results can be compared with previous studies for further exploration. Since e-government initiative emerged late 1990′s， it advocate "everything is service" to running public service in a more efficiency way， yet policy makers should pay more attention to users continued intentions under the premise of sustainable development.Here， we can make conclude that our research findings is consistent with Bhattacherjees assertion as stated in the literature review， ECMs framework is distinct from ECT since the initial adoption behavior does not represent an intention that would automatically lead to continued use behavior. However， if it intervenes through the deployment of new technologies or innovative applications during the verification process， it will directly inspire users' intentions to continue using beyond cognitive beliefs.

The research questionnaire is mainly targeted at ethnic groups between 20 and 25 years of age in order to meet most attributes of the TDOAS survey and to minimize personal cognitive biases to provide a lively and effective analysis condition [69]. However， the study measurement items may not be comprehensive enough in exploring user's cognitive beliefs and behaviors intention. Secondly， on the premise of future research， it is recommended to moderately extend the theoretical framework to other related constructs， such as online security and ICT applications issues. Finally， we do believe this empirical study has made a substantial contribution in current stage.

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