Research On The Decision-making Of Public Participation In Market Supervision And Social Co-governance

In the 1990 s,Chinese scholars began to study social co-governance,and the research on social co-governance has shown a rapid development trend.Social co-governance,which has been applied in economics,public management and other fields,has achieved rich research results.Diversification of governance subjects,cooperation of governance methods,publicity of governance fields and objectives have become the development direction of social co-governance theory and practice in the field of market supervision.Market supervision is inseparable from government,market and society.70 years after the founding of the People's Republic of China and 40 years after the reform and opening up,China has established an organizational system and institutional framework of government led market supervision,and a market regulation mechanism aiming at full competition.However,relatively speaking,the system and mechanism of public participation in market supervision and social co-governance is still short board,which needs practical exploration and theoretical breakthrough.Public participation in market supervision and social co-governance is the public's collaborative participation in the supervision of products or services in the production and consumption fields under the framework of laws and policies,including consultation,complaint,report,arbitration,litigation,petition,dispute mediation,policy advice and other behaviors.Among them,complaints and reports become the two most effective behaviors for the public to participate in the market supervision of social co-governance,the most important channel for the market management department to find the source of cases,and the core content of public participation in the market supervision of social co-governance,which is of great significance to maintain the market order and healthy development.Therefore,this study selects complaint behavior and reporting behavior as the key variables of the public participation in the market supervision of social governance behavior,studies the decision-making mechanism of public complaint behavior and reporting behavior,analyzes the decision-making mechanism of the public's use of behavior on the Platform of Consumer Dispute Resolution(the main realization channel of complaint and reporting),and proposes to promote the public to take complaint and reporting behavior,unblock complaints Reporting channels and Countermeasures to improve the effect of public participation in market supervision and social co-governance.This study mainly selects complaints,reports as key variables.In order to obtain the data support needed for the research,seven areas in Wuhan,Jingmen,Shayang,suixian,Xiangyang,Zaoyang and Fancheng District of Hubei Province were selected for field investigation.222 valid questionnaires were collected by using The Questionnaire on Public Participation in Market Supervision and Social Co-governance;245 valid questionnaires were collected by using The Questionnaire of Influencing Factors of Decision-making of Public Participation in Market Supervision.Using the theory of cost-benefit and the theory of planned behavior,this paper constructs the analysis framework of public complaint behavior and reporting behavior decision-making mechanism;using the model of science and technology acceptance,it constructs the analysis framework of public decision-making mechanism on the use of Platform of Consumer Dispute Resolution;it explores the path to improve the effect of public participation in market supervision and social governance.SPSS24.0 and Amos24.0 are used to analyze the data of effective samples,and the core question is: what is the decision-making mechanism of public complaint behavior?What is the decision-making mechanism of public reporting behavior? 3 what is the decision-making mechanism for the public to use Platform of Consumer Dispute Resolution? What are the countermeasures to enhance public participation in market supervision and social co-governance?The main findings are as follows:1.Complaints and reports are the two most effective behaviors for the public to participate in market supervision and social co-governance.In the effective behavior investigation of public participation in market supervision and social co-governance,complaints and reports are the two items with the highest proportion,accounting for 70.7%in total,which is obviously ahead of other behaviors.2.Private income and willingness to complain have a positive and significant impact on public complaints.The influence of private income and complaint willingness on complaint behavior passed the significance test of 0.1%.Under the condition of controlling other variables,for each standard deviation increased by public complaint private income,the public complaint behavior increased by 0.290 standard deviation;for each standard deviation increased by public complaint willingness,the public complaint behavior increased by 0.458 standard deviation.3.Willingness to complain has an intermediary effect in the influence of perceived behavior control on complaint behavior.Using bootstrapping method for indirect effect verification,the Z value of indirect effect verification is 2.333,greater than 1.96,and the bias corrected method and percentile method do not contain 0 in 95% confidence interval,indicating that the indirect effect is significant.4.Private income and willingness to report have a positive and significant impact on public reporting behavior.The influence of private income and willingness to report on the reporting behavior passed the significance test of 0.1%.Under the condition of controlling other variables,the public reporting behavior increased by 0.255 standard deviation every time the public reporting private income increased by one standard deviation;the public reporting behavior increased by 0.157 standard deviation every time the public reporting willingness increased by one standard deviation.5.The willingness to report has an intermediary effect on the influence of perceived behavior control on reporting behavior.Using bootstrapping method for indirect effect verification,the Z value of indirect effect verification is 2.632,greater than 1.96,and the bias corrected method and percentile method do not contain 0 in 95% confidence interval,indicating that the indirect effect is significant.6.The public's intention to use Platform of Consumer Dispute Resolution has a positive impact on the use behavior.The public's intention to use Platform of Consumer Dispute Resolution has passed the 0.1% significance test.Under the condition of controlling other variables,the public's intention to use Platform of Consumer Dispute Resolution has increased by 0.641 standard deviation for each additional standard deviation.7.The public's intention to use Platform of Consumer Dispute Resolution has an intermediary effect in the impact of perceived usefulness on use behavior.Using bootstrapping method for indirect effect verification,the Z value of indirect effect verification is 2.819,which is greater than 1.96.Bias corrected method and percentile method do not contain 0 in 95% confidence interval,which shows that indirect effect is significant.8."Four in one" market supervision and social co governance mechanism is feasible.The survey shows that the public will be more willing to participate in the market supervision dispute mediation as a public judge;the willingness to participate in the hearing is relatively high;the majority of the public agree that the bonus points can improve their willingness to participate;and the public has a high demand for the intelligent auxiliary case handling system of market supervision.Based on the above analysis,the research inspiration is as follows:1.The social benefits and private costs generated by public complaints and reports shall be taken as the basis for setting reward standards,and the upper and lower limits of private benefits for public complaints and reports shall be set.The social benefits and private costs generated by public complaints and reporting behaviors are taken as the basis for setting the reward standard,which provides the measurement scale for the reward standard of complaints and reporting,that is,the larger the social benefits are,the higher the private costs are,and the higher the rewards are.Make the public obtain reasonable private benefits through complaints and reports,and the effective reward free standard is too low,which leads to the lack of motivation for public complaints and reports;avoid excessive reward standard,which leads to irrational behaviors such as excessive rights protection,malicious reports,excessive claims,unreasonable demands for awards,extortion,etc.2.Unblock the channels of public complaints and reports,and improve the private benefits of public complaints and reports.With the Platform of Consumer Dispute Resolution as the construction focus,we will coordinate other complaint and reporting platforms in place,build an intelligent,efficient,convenient,low-cost,high success rate complaint and reporting platform system,improve the public's perception of the platform's ease of use and usefulness,so as to improve the public's intention to use it,and further promote the public's use of the platform for complaint and reporting,and unblock public complaints Reporting channels.3.Classify the differences between the decision-making mechanism of complaint behavior and the decision-making mechanism of reporting behavior and make scientific policy.By positively influencing behavior attitude and perceived behavior control,the public will to complain is improved;by increasing private income and perceived behavior control,the public will to complain is promoted;by positively influencing perceived behavior control,the public will to complain is improved,and the public will to complain is indirectly promoted.By positively influencing subjective norms and perceptual behavior control,increasing private benefits,reducing private costs and increasing public willingness to report;by increasing private benefits and increasing public willingness to report,it can promote the public to report;by positively influencing perceptual behavior control and improving public willingness to report,it can indirectly promote the public to report.4.To explore the “four in one” market supervision and social co-governance mechanism,and promote the construction of the market supervision system of “Internet plus social co-governance”.Relying on the National Platform of Consumer Dispute Resolution,we will explore the four in one mechanism of public participation in market supervision and social co-governance,which is “Public Online Review System-Public Online Hearing-Market Supervision Social Co-governance Integral System-Intelligent Auxiliary Case Handling System”.This study takes the mechanism of "Resolving Conflicts,Resolving Disputes-Speaking Freely,Making Suggestions-Stimulating Vitality,Providing Impetus-Self-help Processing,Intelligent Processing" to promote the construction of the "Internet plus social co-governance" system in the field of market supervision,and enhance the social co-governance effect in the field of market supervision.