Effects of interactivity on continuance intention of government microblogging services: an implication on mobile social media

Government microblogging services (GMS) have become increasingly popular among the public, yet retaining current users and facilitating their continuance intention remain a great challenge. This study examines how citizens' perceived interactivity of GMS, including control, playfulness, connectedness, and responsiveness, influences their satisfaction and trust, which in turn jointly affect their continuance intention. Drawing upon data from an online survey of 303 respondents who had used GMS, the structural equation modelling analysis results show that perceived control, playfulness, and connectedness positively influence citizens' satisfaction and trust, which further positively affect GMS continuance intention. Moreover, in terms of the path coefficient and the significance level, playfulness exerts the strongest effect on satisfaction, while control exerts the strongest impact on trust. Compared with satisfaction, trust is a more salient determinant of GMS continuance usage. We derive both theoretical and practical implications of the findings with a focus on mobile social media.