Study on Customer Psychological Satisfaction Evaluation in Government Portal Website Based on PLS for Structural Equation Modeling

The development of government portal Web site (GPW) is an essential component of the e-government, and it is also a window for the government to provide electronic supervision and service to the society. Therefore how to evaluate the service quality and solve the shortages and problems of GPW have become an important issue presently. In view of this, we put forward a scientific evaluation system for GPW based on customer satisfaction index (CSI) model in this paper. According to the characters of CSI model, we make use of structural equation modeling (SEM) in the evaluation and propose a new algorithm to find the best iterative initial value in PLS with unit vector constraint and its least square solution for the model. Finally we utilize an example to illustrate the optimality of our algorithm.