Perceived Value,trust And Willingness To Participate On Government Social Media

The vigorous development of government social media and its authoritative and comprehensive characteristics provide the public with ideal channels for participation in public affairs,but the reality is that the participation level and effectiveness of government social media are still at a low level.Facing the increasingly prominent low The horizontal participation phenomenon has been studied from the perspective of traditional e-government,and the influencing factors of public e-participation are discussed around objective factors such as technology.The influencing factors and path mechanisms of public participation in the context of social media for government affairs have not been fully studied.Based on this,this study focuses on the influence of public cognition and emotional factors on the willingness to participate in government social media.First,based on the cac research paradigm,perceived value theory,and personality trait theory,we introduce variables such as government social media trust and introverted personality traits.And based on this,put forward research hypotheses and construct an intermediary model with moderating variables;secondly,through combing the relevant literature,the measurement indicators of variables such as perceived value,trust,willingness to participate,and introverted personality traits of social media for government affairs are determined,and 468 public A questionnaire survey was conducted;finally,analysis software such as spss was used to conduct descriptive analysis,reliability and validity test,correlation analysis,multiple linear regression analysis and other tests on the research data to verify the research hypothesis.The study found that:(1)The perceived value of government social media can positively and significantly affect the willingness of government social media to participate;(2)The perceived value of government social media can positively and significantly affect the trust of government social media;(3)The trust of government social media can positively and significantly affect the participation of government social media Willingness;(4)The trust of government social media plays an intermediary role between the perceived value of government social media and the willingness to participate in government social media;(5)Introverted personality traits mediate the influence of the perceived value of government social media on the willingness to participate in government social media;(6)Different groups have significant differences in research variables such as perceived value and trust of social media for government affairs.This study constructs the generation mechanism model of government social media participation willingness from the theoretical perspective of perceived value,and finds three paths of direct,indirect and moderating,which provides a new perspective of cognition and emotion for the study of government social media.According to the research conclusion,this study puts forward specific policy suggestions from three angles: enhancing the public value of the government social media,enhancing the public trust of the government social media,and providing personalized government services,in order to promote the modernization of government governance.