Research On Factors Influencing Public Satisfaction Of Public Digital Cultural Services In Chengdu

In the context of the popularity of ‘Internet Plus’ and the prosperity of public services,with the close connection and deep integration of modern information technology and public cultural services,the steps taken by China to promote the construction of public digital culture have been significantly accelerated,whose aim is to effectively open up the ‘last mile’ so that the public can experience the service anytime and anywhere.The public is the most direct recipient and the most extensive participant of public digital cultural services.Public demand is the central orientation of public digital cultural services,while public satisfaction is the value orientation of public digital cultural services.The evaluations made by the audiences of public digital cultural services based on personal real thoughts and actual perceptions will help to clarify the characteristics of public demand and the problems of services,then realize customized supply for differentiated needs,so as to establish a responsive and forward-looking government oriented by public satisfaction,and gradually form a cultural governance pattern with government leadership and multiple participation,thereby improving the level of public digital cultural services and increasing public satisfaction of public digital cultural services.This research first builds an analysis framework on the basis of public participation theory,expectation confirmation theory,new public service theory,and refined governance theory through literature review,then according to existing research achievements at home and abroad,based on the ACSI model,combined with the actual situation of public digital cultural services,reasonably selects the measurement variables of public satisfaction,namely,public expectation,perceived quality,public participation,and government image are used as independent variables and public satisfaction is used as dependent variable to construct a public satisfaction model for public digital cultural services,and scientifically design evaluation indicators to form the questionnaire on influential factors.Secondly,Chengdu,a typical city,is selected to conduct a questionnaire survey to collect valid data,and SPSS and AMOS are used for descriptive statistical analysis,confirmatory factor analysis and structural equation model analysis to confirm that public expectation,perceived quality,public participation and government image all have significant positive impacts on public satisfaction.Then in-depth interviews are conducted with staff of public cultural institutions,ordinary residents and special groups,mainly among the elderly,workers and farmers,which is concluded that the problems of public digital cultural services are low degree of public participation,insufficient docking of content selection,uneven distribution of scattered resources as well as unreasonable matching of supply and demand,and analyses its causes,mainly due to the stagnation of service accessibility and availability,lack of public demand expression and feedback channels,obstruction of information integration between the platforms as well as unsoundness of performance evaluation mechanism for cultural institutions.Furthermore,selects three cities which are Beijing,Jiaxing and Suzhou as representative examples to compare and explore their public digital cultural service models so then summarize,absorb and learn from the excellent experiences.Finally,according to the research results,in order to further promote the upgrading of public digital cultural services,the homologous counterplan suggestions are put forward,that is,to focus on governance,then advocate public cultural participation behavior,establish volunteer service teams,thereby increasing public participation;be demand-oriented,then stimulate individual need expression willingness,broaden public opinion feedback channels,thereby emphasizing public expectation;for the purpose of service,then improve platform resource integration level,strengthen personal information literacy education,thereby enhancing perceived quality;with the goal of refinement,then perfect performance evaluation mechanism,increase practitioner skill training,thereby ameliorating government image.