A Study On Users’ Individual Perception,Expectation And Media Influencing Factors Of Grassroots Public Cultural Service Satisfaction:A Field Survey Based On A County

Grass-roots public cultural service satisfaction is related to grass-roots people’s cultural happiness and the overall level of grass-roots civilization,and is also one of the important standards to measure the long-term construction of local public cultural service.Research in the county of G the grassroots(n=210)of public cultural service satisfaction as the research object,with its user perception and expectation of local public cultural services for "individual factors",used in media and media as "medium",and regard it as the independent variable,in public cultural services "overall satisfaction" as the dependent variable,with the aid of ACSI model,Construct the "individual-media" comprehensive influence model of grassroots public cultural service satisfaction.The results show that grassroots people’s "content/activity perception" and "security degree perception" of local public cultural services are significantly correlated with "overall satisfaction",and there is a significant positive impact(t=4.008,p=0.000<0.01;t=2.948,p=0.004<0.01).There is also a significant correlation between grassroots people’s "prior expectation" and "overall satisfaction" with local public cultural services,and there is a significant positive impact(t=11.174,p=0.000<0.01).At the level of media factors,the frequency and evaluation level of grassroots people using media channels to obtain local public cultural service information are also significantly correlated with overall satisfaction,and have a significant positive impact(t=7.365,p=0.000<0.01;t=6.489,p=0.000<0.01).In addition,in terms of different demographic characteristics,gender difference has a significant impact on grassroots public cultural service satisfaction(χ~2=19.714,p=0.001**),while age difference,education level difference and income difference do not have a significant impact on overall satisfaction.But overall,the older the person is,the less satisfied he is;The trend of higher education/annual income,higher satisfaction.Finally,based on data analysis and research findings,the research points out the problems existing in the current construction of grassroots public cultural services,such as "low media use and media evaluation","excessive facility construction does not contribute to the improvement of satisfaction" and "excessive effect publicity does not contribute to the improvement of satisfaction".Accordingly,the study puts forward three specific suggestions: strengthening the supply of targeted information,strengthening the supply of public cultural services and activities,and strengthening the linkage of grassroots public cultural departments,and then satisfaction level will be improved.