Mobile Public Service Promotion Strategies for Youth Based on An Empirical Study on University Students' Adoption of Government WeChat Official Accounts

The government WeChat official account in China has become the most signification tool for mobile public services since Internet Plus was proposed in 2015. The government departments are trying their best to attract the public to use their accounts. The young generation is the most significant group to be attracted, because they will be the frequent users soon after they go into the society and also they can teach the older people to use the accounts effectively. Aiming at proposing the promotion strategies for the youth, we conducted an empirical study with structural equation of modeling (SEM) on the university students' adoption of the government WeChat official accounts. In the paper, firstly, we give the profile of the government WeChat official accounts using and the reason why the youth should be paid attention to. Secondly, we construct our research model by employing Technology Acceptance Model, Theory of Reasoned Action, Innovation Diffusion Theory, Network Externality, and the theories on Trust together and considering the characteristics of both WeChat and the young generation, and especially extract the influencing factors from three perspectives, that is, the technical, the personal and the environmental. Then we illustrate the data collection, the methodology and the SEM analysis with AMOS 22.0. At last, we propose four strategies for the promotion of mobile public services for the youth based on the results of the empirical study.