公众的政府服务渠道选择行为——基于网络渠道与传统渠道的对比分析

借鉴国外的公众公共服务渠道选择影响因素,提出四类影响因素,面向网络渠道和现场、电话为主的传统渠道,构建公众选择行为模型,并通过市民问卷调查,采用结构方程模型进行实证分析。结果表明,公众的政务服务渠道的选择行为主要受到渠道与服务的匹配性、渠道的易用性、渠道的有用性、个人的使用经历以及需求的情景特殊性的影响,据此提出有利于政府合理规划网络和传统服务渠道的建议。

The Citizens'Public Service Channel Choice Behavior:Based on Comparative Analysis of the Network Channel and Traditional Channel

According to the web channel ,the telephone channel and the field channel which are the main public service channels , the study propose four kinds of influential factors for the citizens'public service channel choice behavior .Based on citizen questionnaire and using the method of Structural Equation Modeling (SEM ) ,the result finds that some main factors that have influence on citizen choose public service channels such as matching of channel and service ,ease of use for channel ,usefulness of channel , the experience of use channel and special situation of the need .Knowledge about behavioral motives is more important for the government to plan service channel reasonably and deliver public service effectively , based that some strategies are proposed .