From Traditional Channels To New Government Media:A Study On The Influencing Factors Of Public Transfer Behavior

With the advancement of technology,information processing methods have evolved from the original written processing to digital processing.Especially after entering the age of mobile Internet,a large amount of information and transaction processing has gradually evolved from the PC side to the personal smart mobile phone terminal,and has gradually become the norm.In such a general environment,the construction of e-government has been affected by the mobile Internet,and it has become a new business format--"Internet Plus Government Services ",and has developed rapidly.The most respected new government media at the moment has become an important channel for government agencies at all levels to open government information,serve the public,and interact with each other due to their convenience,speed,low cost,efficiency,and smart personality.According to the "The 46 th China Statistical Report on Internet Development",there are currently 932 million mobile phone netizens in my country,and the scale of users is quite large.However,in real life,many members of the public still use traditional channels and have not shifted to new media platforms for government affairs.Without public participation,it is equal to water without a source and a tree without roots.If mobile internet users can be converted into online government users,then it will be conducive to the further development of new government media.The key to promoting the public’s transfer to the new government media platform is to summarize and summarize the relevant factors that affect the public’s transfer from offline traditional channels to new government media channels,and take corresponding measures to promote more public transfers.This article uses qualitative analysis and empirical research to analyze the mechanism that affects the public’s transfer to the new government media.First,we explained the concepts involved in the research,reviews relevant researches on new government media and user transfer at home and abroad,and comprehensively summarizes the key factors that affect users’ transfer behavior.Secondly,20 new government media users are selected for in-depth interviews,and the interview content is analyzed and coded through grounded theory three-level coding,and then the factors that affect public transfer behavior are summarized and extracted,and combined with the PPM model to construct the public government new media transfer behavior theory model.Then,collect data by issuing questionnaires and analyze them.It is hoped that through this method,we can discover the advantages and disadvantages of new government media over traditional channels,and then provide suggestions for the management of new government media.From the results,we found that service quality and cost of use are the driving factors that promote the public to shift to new media channels for online government affairs;perceived usefulness,process satisfaction,and community influence are the pulling factors to promote the public to transfer to online channels;while anchoring factors are relatively Scarcity and perceptual behavior control pressure and hinder the transfer behavior of the public.