Chen Minghong, Pan Zixuan, Zeng Qingbin
[Purpose/Significance] Exploring the key factors on influencing users' continued use behavior of government WeChat,which helps to provide the theoretical basis and empirical support for Chinese government WeChat service optimization.[Method/Process] Drawing on Stimulus-Organism-Response(SOR)model,this study recognized technology factors and social factors as stimulus,using user engagement as moderating variable,and built government WeChat continuance usage model.Then a questionnaire survey was conducted for data collecting.Data analysis and model testing are conducted by the method of the Partial Least Squares.[Result/Conclusion] From the results,mobility was positive correlated both with perceived usefulness and ease of use.In addition,service quality positively impacted perceived usefulness,but it didn't significantly influence perceived ease of use.The two social factors,subjective norm and trust included,positively influenced perceived usefulness and ease of use,both of which,were considered as organism play important role in determining continued use behavior.Finally,user engagement played a negative moderating role between perceived ease of use and continued use behavior.Based on the above,the related results were discussed in the aspect of theory and enlightenments of government WeChat service practices were put forward.