Research On Public Satisfaction Of Government Public Opinion Governance In Online Mass Events

With the rapid development of Internet technology and social media,the willingness of people to express their interests has increased,thus online mass events are very likely to occur.Unlike general public opinion events,online public opinion triggered by online mass events is highly explosive,and has a wide social impact,so its negative impact will have a great impact on the normal social order and the government’s credibility,thus it puts forward higher requirements on the government’s public opinion management ability and governance level.The ultimate goal of governmental services is to solve various problems for the public and make them satisfied.Public satisfaction is not only an evaluation index to measure the performance of government public opinion governance,but also gradually becomes an action target for the government to improve its own working ability and service quality.Therefore,it is of great research significance to understand the public’s evaluation of government public opinion governance of online mass events and to analyze the possible factors affecting public satisfaction.Based on the new public service theory and public satisfaction theory,this paper comprehensively uses the methods of case study,information measurement,statistical analysis and so on.Taking the "Li Xincao incident" as an example,based on the analysis of its relevant characteristics of network public opinion,this paper studies the public satisfaction and influencing factors of government public opinion governance of online mass events.Firstly,this paper compares relevant domestic and foreign studies on online mass events,online public opinion governance and public satisfaction,and deepens the understanding of related concepts and research topics on this basis.Then,using web data crawlers and keyword analysis methods such as "Gooseeker",this paper analyzes the hotness of public opinion,the direction of public opinion,and the attitude of netizens in the selected case of "Li Xincao Incident",summarizes its public opinion characteristics and development stages,and provides some support for the subsequent research on the factors affecting public satisfaction and strategies for satisfaction enhancement.Finally,on the basis of theoretical hypotheses,an empirical analysis of public satisfaction and its influencing factors on government public opinion governance was conducted.334 valid samples were collected,and based on the overall satisfaction evaluation,a multiple linear regression model was used to analyze the effect factors of public satisfaction,and the following conclusions were drawn.(1)From the overall evaluation results of the public satisfaction survey,the public has higher expectation on government public opinion governance,perceived work quality is slightly lower than public expectation,and public satisfaction with public opinion governance is higher than the evaluation of government response and information disclosure quality.On the whole,government response has the lowest public rating,while public satisfaction is between "average" and "relatively satisfied".Therefore,there is still some room for the government to make progress in the public opinion management of online mass events.(2)From the perspective of the influencing factors of public satisfaction,this paper analyzes the influencing factors of public satisfaction using multiple linear regression model,with public satisfaction as the dependent variable and public awareness,public expectation,perceived work quality,government response,and information disclosure quality as independent variables.The study shows that the three variables of public expectation,perceived work quality,and government response have passed the significance test,which has a significant positive effect on public satisfaction.Among them,perceived work quality has the greatest effect on public satisfaction,followed by government response,while public expectation has the least effect on public satisfaction.In summary,this paper tries to put forward the following suggestions in conjunction with the research findings:(1)the government should keep abreast of the times,change its governance concept in a timely manner,and always pay great attention to it,so as to continuously optimize the public opinion governance mode.(2)the government should pay attention to the real needs of the public and enhance the effectiveness of government responses.First,it should choose reasonable and efficient response methods;second,it should continuously improve the speed of response;third,the quality of response content should be improved in terms of "accuracy","truthfulness" and "temperature".(3)the government should continuously improve the working mechanism and strive to enhance the effectiveness of public opinion management,that is,to improve the corresponding working mechanism according to the stage of public opinion development of online mass events.In a word,the government should start from the perspective of public satisfaction,comprehensively understand public demand,strive to meet public expectation,attach great importance to government response,and continuously improve the public opinion work mechanism,so as to achieve the overall improvement of the effectiveness of public opinion governance of online mass events.