A Study On The Influencing Factors Of The Public’s Willingness To Use New Government Media

In recent years,with the popularity of Internet and derivatives,new government media has also entered our vision.The new media of government affairs is the media for the party and government organs to use the Internet,as well as derivatives related to the Internet,to contact the masses,release information and improve responsiveness.The new media of government affairs are springing up vigorously,but they present a situation of mixed good and bad.The general office of the State Council issued a document to include new government media into the quantitative assessment for the first time.How to build a new government media more in line with the needs of the public has become an urgent problem to be solved.Fundamentally speaking,the standard to measure the success of new government media is the utilization rate of the public.Based on the UTAUT model,this paper constructs their willingness to use new government media model for groups that have never used new government media;based on ecm-isc model,for groups that have used new government media,but have few times,it constructs their willingness to use new government media continuously.In the design of the questionnaire,we also specially set the option of frequently using new government media.The purpose is to observe the ratio of frequently used new government media in life.The result is amazing.There are more than 600 questionnaires,only 8 of which are frequently used,which makes people think deeply.Through the questionnaire survey,analyze the data and verify the model.The research results of use intention are quite different from those of the model.The performance expectation,effort expectation,gender,education background,occupation in the original model of utat,as well as the network trust in the new variables all present the results that are not significant for use intention,which is quite surprising.However,through the typical interview of this group,I find that it can be explained completely.The hypothesis of government trust and political interest in the new variables has also been confirmed.For the continuous use intention model,it is found that the new variable trust is also significant,and the research hypothesis is supported.