Influence of Collective Consciousness on Individual's Continuous Use Willingness of Digital Government Websites: A Psychological Perspective

Abstract

Building upon the Social Fact theory and Social Impact theory, this paper 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 groundbreaking 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 paper 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.