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At present, the construction of digital government has received extensive attention worldwide. After the construction of digital government is completed, the governments should also keep concerned about the sustainable development of digital government. If the governments turn a blind eye to the digital government after the construction, capital and human resources investment will be in vain. The sustainable development of digital government is inseparable from citizens' continuous use of digital government websites. If citizens are unwilling to use digital government websites, the construction of digital government will become meaningless, let alone its sustainable development. Therefore, citizens' continuous use of digital government websites has become a problem worthy of scholars' attention. Previous studies (Chen et al., 2017; Guo & Sun, 2020; Guo, 2022) are based on the digital government website's elements, studying administrative organizations' internal variables such as system quality and service quality (Song et al., 2018; Chen, 2017; Pang, 2016; Wang, 2019; Ding et al., 2020; Chen et al., 2017). However, citizens' continuous use of digital government websites cannot be separated from the national cultural environment (Wang & Jiang, 2007). Therefore, this paper focuses on the cultural variables that affect digital government websites. Based on the long-term orientation variable of Hofstede's cultural model (Hofstede, 1980), this paper constructs the basic model of citizens' continuous use of digital government websites. It makes a comparative analysis of the male and female groups.
The research questions of this paper are as follows: First, does the long-term development concept and humble attitude affect the continuous use of digital government websites by Korean citizens? Second, is there any difference in the data results of different genders? Third, how should the government conform to the culture and guide citizens' behavior?