No abstract

This study took a user‐oriented approach to investigating the effectiveness of a government WeChat official account in terms of service delivery. A transaction log file containing 42,188,760 clickstream records was obtained from an active account and analyzed at the footprint and movement levels. The current clickstream data analysis revealed the underutilization of the services provided by the account, the failure of the three navigational portals, and the poor completion rates of the tasks users performed on the account.