Abstract
Building upon Social Fact theory and Social Impact theory, this article presents an innovative exploration of how collective consciousness and conformity behavior impact individuals' continuous use willingness of digital government websites. By constructing a single-factor mediation model with conformity behavior as the mediating variable, this study employs SPSS23.0 to test the data results. The mediation effect analysis reveals that citizens' collective consciousness indirectly influences their continuous use willingness through conformity behavior, with the latter playing a fully mediating role. This finding highlights the need for governments to consider the effects of public collective consciousness and conformity behavior on users' continuous use willingness of digital government websites. Consequently, this article recommends that authorities harness the power of exemplary and demonstration effects to guide individual behavior, ultimately optimizing individuals' continuous use willingness of digital government websites.
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