Introduction

Government communication is essential for connecting public authorities with citizens, ensuring information dissemination, and informing citizens about government actions and decisions (Chen et al., 2024; Mabillard et al., 2021). Government social media (GSM) interactions with users involve providing information, facilitating citizen interaction, and delivering public services, while also offering institutional information and fostering user engagement (Criado and Villodre, 2021), which enhances governmental credibility and establishes a new paradigm of accountable governance. Furthermore, GSM performs functions such as interpretation, response, information dissemination, online services, interactive communication, and data transparency.GSM serves as the link, with the public at its core, helping users seek and share information and affecting their behaviors (Lu et al., 2023).

Many countries worldwide prioritize GSM performance, focusing on enhancing transparency, responsiveness, accountability, participation, trust, and collaboration(Gong and Yang, 2025; Haan and Bardoel, 2011; So, 2014). Many scholars have argued GSM’s significant role in online public service delivery and examined how use strategies affect GSM content creation from a governmental perspective (Criado and Villodre, 2021). GSM offers an important channel for participatory governance, enhancing government responsiveness and service quality, which empowers and motivates citizens and officials to implement effective accountability mechanisms (Speer, 2012). However, GSM’s value in public service is realized through its users, not inherently on its own. Enhancing GSM communication effect and increasing user engagement are critical to providing and delivering public services. Local governments can use GSM to enhance online public service, policy making, and public decisions (Criado and Villodre, 2021; Krøtel, 2021), while also innovating content creation through user communication. Many studies have examined the determinants of GSM adoption, content strategies, and performance from a governmental perspective (Gruzd et al., 2018; Lappas et al., 2018; Watkins, 2017); empirical research on the communication effect from the perspective of GSM users remains limited.

Scholars argued that the GSM’s impact on employee productivity and related factors could affect GSM users’ continued use and predict potential discontinuation (Hsiao et al., 2016; Wang et al., 2023; Wushe and Shenje, 2019). This paper examines the influencing factors of GSM communication effect during users’ engagement with online public services, achieving governmental goals, and benefiting citizens and enterprises. It integrates factors from the Information System Success Model (ISSM) and Dialogic Communication Theory, including information quality, system quality (operation system), and service support (interactive activity), to explore their impacts on GSM use strategy and user-perceived communication effect.

Literature review and hypotheses development

Theoretical foundation

The ISSM initially proposed dimensions of information quality, system quality, use, user satisfaction, individual impacts, and organizational impacts. Later, “service quality” was added. System quality reflects technical success, information quality reflects semantic success, and the combined measure of use, use satisfaction, and impacts (individual and organizational) reflects effectiveness success, termed “net benefit,” which predicts information system success (DeLone and McLean, 2003). Some scholars apply the DeLone and McLane model to assess citizens’ use of government digital services and their perceived public value (Buyannemekh et al., 2024). Others apply the ISSM to evaluate the communication effects and benefits of social media and e-government systems from various perspectives (Gil-Garcia et al., 2018; Shim and Jo, 2020). In this study, the net benefit refers to the communication effect of GSM use. As public sector management aims to satisfy stakeholders’ needs, our theoretical model defines net benefit as communication effects experienced by GSM users.

Dialogic communication, as a “negotiated exchange of ideas and opinions,” is rooted in dialog and embodies five key features: mutuality, propinquity, empathy, risk, and commitment (Chen et al., 2021; Hyland-Wood et al., 2021). The dialogic communication theory enables the assessment of how local governments utilize social media for public administration and communication, identifying areas for improvement to enhance and maintain positive relationships with citizens (Alejandro Sáez Martín, 2015). The principle of engagement in public relations lacks clarity, as it involves dialog, influences interactions, and guides the interaction process among groups (Han, 2024; Taylor and Kent, 2014). It encourages public engagement in discussions on public affairs and access to online public services via comments and voting. Through dialogic communication, the government can deliver targeted policy interpretations and service guidelines, enhancing the efficiency of information dissemination and influencing users’ opinions and behaviors.

ISSM emphasizes the importance of high-quality information and reliable systems for effective communication, while DCM emphasizes the importance of two-way communication, responsiveness, and user participation in enhancing communication effectiveness. By integrating ISSM and DCM, the theoretical model encompasses key aspects of information systems (information quality and system reliability) and interactive communications dimensions (responsiveness and user engagement). Additionally, the model incorporates “media accountability” as a mediating variable, which is closely related to trust and transparency and crucial for shaping user perceptions and behaviors.

Proposed theoretical model

GSM information quality

Perceived information quality refers to the cognitive beliefs regarding the favorable or unfavorable characteristics of the currency, accuracy, completeness, relevance, and reliability of the information (Nicolaou and McKnight, 2006). GSM, characterized by its authoritativeness, credibility, and transparency, enhances citizens’ engagement during emergencies (Wang et al., 2025). Researchers have developed a user-centric information quality model comprising accessibility, interpretability, relevance, and integrity (Bovee et al., 2003). Users’ perception of information quality affects their information adoption and behavioral intentions (Chen et al., 2024; Nicolaou and McKnight, 2006). Government information disclosure positively affects citizens’ trust in government (Ripamonti, 2024). Some citizens expect more professional self-regulation in journalism to enhance GSM information quality, influencing audience perceptions of accountability (van der Wurff and Schönbach, 2014). Accountability practices in online media, including content production and organizational operations, also reflect GSM accountability (Pérez-Díaz et al., 2020). Based on these insights, the following research hypothesis is proposed:

H1: GSM information quality has a significant impact on GSM use strategy.

H2: GSM information quality has a significant impact on media accountability.

GSM operation system

In the Internet environment, the operation system is measured based on functionality, reliability, flexibility, portability, integration, importance, and response time (DeLone and McLean, 2004). Citizens use GSM to provide their feedback on services and express opinions on government work, while officials use it to acknowledge and respond to citizens’ communications, building mutual trust (Grimmelikhuijsen and Welch, 2012). Information quality and e-service operation systems are the critical factors of e-government performance (Deng et al., 2018; Zhang et al., 2024). The service quality is one of the important factors of an information system’s success (DeLone and McLean, 2004). Policymakers should consider public technology acceptance when designing regulatory policies (Guo et al., 2024). The GSM operation system must meet operational and management standards to ensure authoritative, standardized, timely updated, and high-quality content with clear functionality (McKnight, 2014). Accountability is measured through transparency, liability, controllability, responsibility, and responsiveness (Christie, 2018). Citizens’ right to participate in decision-making requires access to necessary information and contestation options (Harber, 2014), which GSM can provide, influencing citizens’ perception of media accountability. Therefore, the following research hypothesis is posited:

H3: GSM operation system has a significant impact on the GSM use strategy.

H4: GSM operation system has a significant impact on media accountability.

GSM online interactive service

For public administration scholars and practitioners, responsiveness has been regarded as a way to promptly deliver public service to meet citizens’ needs, benefiting both government and citizens (Seok-Jin Eom, 2018). Chinese officials use responsiveness to gather crucial information and prevent discouragement in government interactions (Su and Meng, 2016). Many Chinese local governments are becoming “service-oriented” to enhance public service delivery (Kyu-Nahm Jun, 2014). Citizens perceive the public value of digital services through the individual benefits and link these values to specific online service features (Luna et al., 2024; Zhou et al., 2023). While some find online public services convenient, others may view them as challenging, affecting their GSM use strategy (Krøtel, 2021; Larsen and Følstad, 2024). Information and communication technology and citizen-government interactions drive new governance modes (Przeybilovicz and Cunha, 2024). GSM helps monitor public emotional responses (Lerouge et al., 2023), and government discourse responses aligned with public opinion can restore trust and enhance GSM use and media accountability (David and Heikkilä, 2011). Based on this, the following research hypothesis is proposed:

H5: GSM interactive public service has a significant impact on GSM use strategy.

H6: GSM interactive public service has a significant impact on media accountability.

GSM use strategy

Citizens’ use strategies for GSM, partially mediated by their perception of accountability, enhance the diffusion of GSM communication effect (Kyu-Nahm Jun, 2014). Perceived accountability and information irrelevance significantly affected GSM users’ intentions and behaviors (Alhaimer, 2023; Wang et al., 2023). User engagement, such as questioning, expressing opinions, and providing suggestions in the comment area, is crucial for activating GSM platforms and attracting more attention (Noman et al., 2024; Oliver et al., 2023). Digital platforms, including GSM, feature universal accessibility, interactivity, and public participation (Acharya, 2015), which support public accountability and shape users’ media accountability. Based on these findings, the following research hypotheses are proposed:

H7: GSM use strategy has a significant impact on GSM communication effects.

H8: GSM use strategy has a significant impact on media accountability

Media accountability

Media accountability refers to media organizations’ commitment to report their activities to society and their recognition of responsibilities, functions, and objectives (Chaparro-Domínguez et al., 2019). However, a significant deficiency exists in disseminating accountability information to citizens regarding policy decisions (Bokyong Shin, 2024). Accountability includes transparency, responsiveness, and interactivity, reflecting interactions among government, media, audiences, and reporters (van der Wurff and Schönbach, 2014). Insufficient public accountability channels limit the public’s ability to oversee content production and provide feedback on GSM (Bardoel and Dhaenens, 2004).

Accountability can be divided into social accountability (citizens voicing concerns about poor government services) and public accountability (officials maintaining service standards), both seen as remedies for state-citizen relationship deficiencies (Sharma et al., 2024). A robust media accountability mechanism can provide timely feedback on issues faced in GSM use, prompting operational departments to make timely corrections. This enhances two-way interactions between the government and public, improves the government’s image, and boosts the GSM communication effect. Based on this, the following research hypothesis is proposed:

H9: Media accountability has a significant impact on the GSM communication effect.

Based on the aforementioned research hypotheses, a model of the GSM communication effect diffusion mechanism is established (see Fig. 1).

Fig. 1
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Theoretical model.

Methodologies and research design

Sample and data collection

This study conducted an anonymous questionnaire survey from May 2023 and July 2023, using a hybrid online-offline approach. All participants provided informed consent, and their data were kept confidential. The survey items were based on prior research (Albuainain, 2022; Alejandro Sáez Martín, 2015; Chen et al., 2021; DeLone and McLean, 2003; Mabillard et al., 2021; Mensah et al., 2023; Nicolaou and McKnight, 2006; Salaudeen et al., 2020; Shah, 2009; Wang and Strong, 1996; Watkins, 2017) and adhered to ethical standards of the Declaration of Helsinki (World Medical Association). The questionnaire included a query regarding respondents’ usage of GSM, ultimately selecting those who answered “yes” as the sample for analysis. The methodology involved contacting panelists’ family and friends to explain the study’s objectives and requirements, while also recruiting additional participants through snowball sampling. In the pre-survey phase, 120 online questionnaires were distributed, yielding 118 valid responses. Exploratory factor analysis and reliability analysis confirmed the high reliability and validity of the total scale and its subscales. The main research channels included online social media platforms (WeChat and QQ) and offline government service centers.

We sent a total of 1200 questionnaires, both online and offline, and collected 1032 questionnaires, removing invalid samples, and we received 1009 valid samples. The response rate and the effective rate of the questionnaires are 86% and 97.8%, respectively. SPSS 24.0 was used for the analysis of sample distribution. The sample distribution is shown in Table 1, the male participants (51.3%) were a little higher than the female participants (48.7%), which closely matches the national gender distribution. Among the participants, 42.5% were aged 18–30 years, 27.1% were between 31 and 40 years, and 36.5% held an undergraduate degree.

Table 1 Sample distribution.

Variable measurement

Communication effect was measured by the frequency of shares, likes, reports, and comments of GSM information, approval of such content, continued usage, and recommendations for others to use GSM (Kim and Yang, 2017; Abdelsalam et al., 2013; Mohammed and Ferraris, 2021; Wang et al., 2023). Information quality was measured in terms of accuracy, authority, timeliness, user-friendly, and currency (Bai et al., 2018; Bovee et al., 2003; Wang and Strong, 1996; DeLone and McLean, 2003). The operation system was measured in terms of policy support, talent management, information technology, operation regime, matrix linkage, and privacy protection (DeLone and McLean, 2003). The use strategy was evaluated by the frequency of browsing the latest information, online government service, policy interpretation, and content retrieval (Grimmelikhuijsen and Welch, 2012; Mohammed and Ferraris, 2021). Interactive service was measured in terms of public opinion response, discourse response, action response, and institutional response (Eom et al., 2018; Wen et al., 2024). Media accountability was assessed by making binding legislation, fulfilling responsibility, releasing objectively, and providing supervision channels (McQuail, 2003; van der Wurff and Schönbach, 2014; Ouziane Zaid, 2021; Plaisance, 2000; Acharya, 2015). All the items were rated using 5-Likert scales, with 5 indicated highly agreed with the items, and 1 indicated strongly disagreed. The constructs and items were described in Appendix.

Data analysis and results

Reliability and validity test

The reliability analysis of the final valid questionnaire data shows that Cronbach’s alpha values for the subscales are as follows: information quality of GSM (0.909), operation system (0.899), use strategy (0.839), media accountability (0.855), interactive response (0.880), and communication effect (0.818). The overall Cronbach’s alpha for the total scale is 0.936, indicating strong reliability.

The validity analysis results reveal a KMO value of 0.930 and a significant Bartlett’s test of sphericity at the 0.01 level. The cumulative variance explained is 71.516%, and the seven common factors identified through orthogonal rotation align with the seven dimensions of the research design (Table 2 for details), indicating good overall validity.

Table 2 Exploratory factor analysis.

Discriminant validity test

Using SmartPLS3 for path analysis (Fig. 2), all measurement items had factor loadings coefficients above 0.60 and significant at the 0.05 level. Average Variance Extracted (AVE) values for all variables exceeded 0.50, and composite reliabilities (CRs) were above 0.8 (Table 3), indicating strong convergent validity. Additionally, the square roots of the AVE values for each variable exceeded their correlation coefficients with other variables (Table 3), indicating strong discriminant validity.

Fig. 2
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Structural equation model of the diffusion mechanism of GSM communication effect.

Table 3 Discriminant validity test.

Partial least squares structural equation modeling (PLS-SEM) assessment

PLS-SEM evaluates the direct and indirect relationships between constructs. In this section, R2, path coefficients, and effect size (f2) are calculated for the PLS-SEM model (Hair et al., 2019). Significance of coefficient is tested using a 5000-subsamples basic bootstrapping procedure at a 0.05 level. Results indicate that all coefficients are significant (Table 4 and Fig. 2), supporting all hypotheses.

Table 4 Results of analysis of bootstrapping.

Coefficients of determinants (R 2) and effect size (f 2)

R2 validates the model’s predictive power by measuring the squared correlation between actual and predicted values of a dependent construct. Values of 0.75, 0.50, or 0.25 indicate strong, moderate, and weak predictive power, respectively (Hair et al., 2013). In this study, R2 values were 0.283 for GSM use strategy, 0.192 for media accountability value, and 0.310 for GSM communication value.

The f2value assesses the impact of independent constructs on dependent constructs, with values of 0.02, 0.15, and 0.35 indicating small, medium, and large impacts, respectively (Hair et al., 2019; Shmueli et al., 2019). Results show that f2 values for GSM information quality (0.054) and GSM interactive service (0.101) have medium impacts on GSM use strategy. GSM use strategy (0.028) has a small impact on media accountability. The f2 values for GSM use strategy (0.233) have a high impact on the GSM communication effect, while the media accountability (0.074) has a small impact on the GSM communication effect.

The iterative operation using SmartPLS3 and Bootstrapping strengthens the robustness of parameter estimation (Table 4). The absolute value of the path coefficient for the GSM use strategy on the GSM communication effect (0.427) is the highest and higher than that for media accountability (0.240). This indicates that the GSM use strategy has a greater impact on the GSM communication effect.

Multi-group analysis in PLS-SEM

To assess potential differences across different subgroups within our dataset, we employed Henseler’s partial least squares - multigroups analysis test. This technique enables the simultaneous comparison of path coefficients and loadings across multiple groups, thereby facilitating a comprehensive evaluation of potential heterogeneity in the structural relationships under investigation.

On the gender level, the results show that the path coefficients for the male and female samples exhibit significant differences only in the aforementioned variable (Table 5). This finding suggests that, for the majority of the variables examined, gender does not exert a substantial impact on the communication effect, highlighting the general robustness of the communication effect across different gender groups.

Table 5 Results of the Welch–Scatterthwait test (gender).

On the education level, the results show that the path coefficients of the junior school and undergraduate samples are significantly different, specifically across the aforementioned three variables (Table 6), indicating that relationships between the constructs under investigation are markedly distinct for individuals between junior and undergraduate education backgrounds.

Table 6 Results of the Welch–Scatterthwait test (education level).

On the age level, the results show that the path coefficients of the under-30 and over-50 age samples are significantly different in the aforementioned two variables (Table 7). This suggests that age may serve as a critical factor influencing the communication effect within the constructs examined.

Table 7 Results of the Welch–Scatterthwait test (age level).

Mediating effect test

The mediating effects can be assessed in Smart PLS by using a Bootstrapping technique (Hair et al., 2019). A 5000 Bootstrapping subsample was conducted to estimate the significance of both indirect and direct effects. This approach does not impose the assumption of normality in the sampling distribution (Preacher and Hayes, 2008) and allows for the reconstruction of sufficiently representative subgroups from the limited sample through multiple resampling, thereby enhancing the accuracy and consistency of sample estimation results (Hair et al., 2019).To assess mediation analysis, the analysis requires that the indirect effect be significant. Table 8 shows the results, indicating that nine indirect effects are statistically significant and supported.

Table 8 Mediating effect test.

The mediating effect clarifies how various factors affect the GSM communication effect, confirmed by the exclusion of zero from the 95% confidence interval. The model in Fig. 2 illustrates thirteen mediating effect pathways, with Table 8 showing that GSM information quality, GSM operation system, and GSM interactive response significantly affect GSM communication effect through GSM use strategy and media accountability perception.

Model predictive power test

PLS Predict algorithm, which employs the Q2 metric from the Stone-Geisser test based on blindfolding cross-validation, was used to assess predictive validity. PLS Predict algorithm estimates model parameters and calculates the root mean squared error (RMSE), mean absolute error (MAE), and Q2_Predict values (Shmueli et al., 2016). The results (Table 9) show that Q2_Predict of the PLS-SEM model exceeds those of the Large Model (LM) Baseline Model, indicating superior explanatory and predictive power of PLS-SEM (Shmueli et al., 2019). Those findings indicate that the PLS-SEM in this study effectively explains and predicts the GSM communication effect.

Table 9 Results of the model predictive power test by PLS.

Results and discussion

This study explored how the factors (information quality, operation systems, and interactive service)influence GSM communication effect from a user perspective, and whether the use strategy and media accountability mediate the relationship between the factors and communication effect. To summarize, we formulated a total of 9 hypotheses. Through our empirical investigation, we confirmed that all the hypothesized relationships were statistically significant. The following sections show an in-depth examination of these relationships.

H1 and H2 indicated that information quality has a positive direct impact on GSM use strategy and media accountability, with an indirect impact on the GSM communication effect, consistent with the prior finding (Vuckovic et al., 2023). Information quality of GSM has a significant impact on people’s trust in local governments (Zhai et al., 2022), which is a crucial factor that influences how effectively these platforms are utilized and how accountable the media can be. When the information is of high quality, it not only directly affects the use strategy by guiding more effective dissemination and engagement but also indirectly affects the communication effect by enhancing the credibility and reliability of the media. This suggests that improving information quality is essential for enhancing the overall effectiveness of GSM in public communication and accountability.

H3 and H4 proposed that the operation system has a positive direct impact on GSM use strategy and media accountability, with an indirect impact on the GSM communication effect, which is in line with the prior studies (Clune and McDaid, 2023).In terms of GSM use strategy, the operation system provides the necessary framework and tools for efficient network management and optimization, and the operation system also enhances media accountability by facilitating the collection and analysis of communication effects, as users are more likely to rely on and benefit from a stable and user-friendly platform. As technology continues to advance, the role of the operation system in supporting communication effectiveness will become more important.

H5 and H6 claimed that four dimensions of GSM interactive service (action, discourse, institutional, and public opinion response) have positive direct impacts on GSM use strategy and media accountability, with an indirect impact on GSM communication effect. Public opinion response emerges as the most critical sub-dimension, followed by discourse response, based on formative outer weight validity tests. Those findings highlight that public opinion response and GSM use strategy are pivotal for effective GSM utilization, aligning with prior research (Han, 2024; Zhang and Guo, 2021) that news from governmental sources on major social media platforms enhances citizens’ satisfaction with the central government, thereby improving communication effect.

H7 proposed that the GSM use strategy has significant positive impacts on GSM communication effect, aligning with prior research (Acharya, 2015; DeLone and McLean, 2004; Vuckovic et al., 2023). Among those factors, the GSM use strategy has the most substantial impact on GSM communication effect (β = 0.427), and the highest effect size (0.233). Additionally, H8 proposed that the GSM use strategy has a positive impact on media accountability (β = 0.177), consistent with previous findings (Moreno et al., 2023; Namkoong et al., 2017). Overall, a better GSM use strategy is associated with greater GSM communication effect and media accountability perception.

H9 stipulated that media accountability has a significant impact on GSM communication effect. Media accountability refers to the mechanisms and practices through which media organizations are held responsible for their decisions and actions. Moreover, media accountability can also influence the way the audience perceives and engages with public communication. When citizens trust the media sources, they are more likely to be receptive to the information being communicated (Noman et al., 2024). Therefore, ensuring media accountability is not only important for maintaining journalistic integrity but also for maximizing the positive impact of GSM communication effect.

Mediation analysis reveals that both GSM use strategy and media accountability significantly mediate the relationships between GSM information quality, operation system, interactive service, and GSM communication effect. Through the mediation of GSM use strategy, the impact of GSM interactive service (0.122) on GSM communication effect is highest, followed by GSM operation system (0.098) and GSM information quality (0.092). Through the mediation of media accountability, the impact of GSM operation system (0.049) on GSM communication effect is highest, followed by GSM interactive service (0.032) and GSM information quality (0.023). These findings highlight that GSM use strategy and media accountability are critical in shaping the relationship between GSM information quality, operation system, interactive service, and GSM communication effect.

Contribution

The findings are applicable to all citizens who engage with GSM for personal and professional purposes. The theoretical framework offers a valuable tool for examining the factors affecting the GSM communication effect. By analyzing key variables such as information quality, operation system, interactive response, use strategy, and media accountability, this study provides actionable insights for researchers and practitioners to enhance GSM performance. The findings suggest that improving these factors can significantly boost GSM communication effect, ultimately creating greater net benefits for stakeholders.

The identified factors influencing GSM use strategy reflect broader perceptions of social media in China and are relevant to similar institutional contexts and policies across government agencies. To improve the GSM communication effect, merely publishing information is insufficient. Governments must prioritize high-quality, user-friendly systems that offer accurate, comprehensive, and timely information, policy interpretation, and interactive response. These elements enhance public service delivery and user satisfaction. Interactive response is particularly critical for citizens facing difficulties in accessing public services, as it directly affects media accountability and the overall GSM communication effect. Additionally, GSM operation agencies should leverage digital technology to improve user experience, create culturally relevant content, and integrate traditional values with modern communication strategies. Government agencies should focus on interactive response, media accountability, and user-friendly GSM platforms. Enhancing these aspects can simplify the use of GSM, improve citizens’ experiences with public services, and facilitate more effective communication between citizens and governments. Encouraging citizen and agency participation in GSM use can also drive innovation and improve overall communication effectiveness. Overall, our findings provide practical guidance for enhancing GSM communication effectiveness by focusing on user experience, public engagement, and accountability mechanisms.

Conclusion

The government agencies all over the world have stimulated the wide adoption and use of GSM at different levels of government, which can bring benefits for both government agencies and citizens. Through the use of GSM, the users can be conveniently and directly involved in public affairs, public service delivery, and public policy making. Hence, GSM can be used as a strategic tool for governments to improve interactive communication with citizens and enhance their satisfaction, trust, and transparency, and it can also be used as a channel for users to participate in public affairs, enjoy public service, and public policy making. Therefore, this study aims to provide a deep insight into the factors of GSM communication effects through the usage of GSM. Based on the Information System Success Model with a combination of Dialogic Communication Frame as our theoretical model, the quantitative analysis was conducted with data obtained from China.

The results show that an increase in GSM use strategy and media accountability has a significant direct impact on GSM communication effects. Also, the GSM information quality, GSM operation system, and GSM interactive response indirectly affect the GSM communication effect. Thus, GSM government agencies and policymakers should focus on these factors to enhance the diffusion of GSM communication effects. This study has some limitations that provide some insights for future research. The data collection is constrained to only one country. Therefore, data collection from different countries for a comparison study could present innovations. Future research can also enrich the measurement of GSM communication effect in different dimensions and different countries. In addition, our data are accessed by questionnaires; future research could employ qualitative methods to enrich the research results.