Taking the reins or taking the ride: the impact of online interactions on citizens’ perceptions of equity in public services

The paper explores how government–citizen online interactions influence citizens’ perceptions of equity in public services (PEPS) within the Chinese context. Our results show these interactions generally enhance PEPS, though this effect is moderated by institutional and demographic factors. Socially advantaged groups often adopt a ‘taking the reins’ approach through active engagement, whereas disadvantaged groups predominantly follow a ‘taking the ride’ pattern by passively benefiting from institutional improvements. Findings suggest that promoting equity requires tailoring solutions to these distinct pathways rather than implementing uniform participatory measures that assume equal motivation and capacity across groups.