| Since the end of 1984, toll road policy’s implementation had dramatically promoted China’s highway transportation, especially the high-grade highway. It relieves national economy and social development’s bottleneck restriction caused by highway, and has been considered as a successful measure of positive exploration and innovation in industry since reform and opening. However, in the process of implementation, toll road policy exposed serval problems and need urgent further perfection, such as debt scale is too large, toll standard and time limit is lack of flexibility, tolling information is inadequate and supervision is not enough, which all lead to public query in fairness and reasonableness of policy as well as in government trust. Related studies show that public attitudes would affect toll road policy implementation while public participation would influence public attitudes. Therefore, this paper recognizes public attitudes toward toll road policy and its influencing factors by virtue of structural equation model and microblog research, and reconstructs public participation mechanism on this basis, which expects to provide scientific basis to perfect toll road policy.Based on questionnaire investigation, a perceived conceptual model for public attitudes toward toll road policy was constructed, and then confirmatory factor analysis and structural equation modeling were used to verify hypotheses in the model to recognize the key factors influencing public attitudes. The result shows that government trust and perceived value are the main influence factors. Government trust has the strongest correlation with public attitudes and perceived value has notably significant effect on public attitudes. Strengthening public participation, prompting tolling information publicity quality and improving traffic service quality are important directions to perfect toll road policy. At the same time, regression analysis and chi-square test were conducted to analyze the relationship between the traveler characteristics and public attitudes, and the result shows thatthat public attitudestoward toll road policy is related to age, occupation, whether to have private cars, commonly used way to travel, and travel frequencey of the traveler.According to the study of relevant focus affairs of toll road policy based on the content analysis of sina microblog, the results show that main influencing factors of public attitudes toward toll road policy including public cognition, awareness of right protection, government trust, supervision efficiency andinformation asymmetry. The public pay more attention to profit and loss, revenue and expenditure, policy cognitive, channels of information publicity, and effective participation degree, which changed gradually with time.Combined with the results of public attitudes research and the problems of public participation in toll road policy making and implementing, the paper reform public participation mechanism based on participation body, participation scopes, participation way, information communication mechanism and balance mechanism. Based on Hovland persuasion theory, this paper constructs toll road information communication mechanism, which contains government department and industry expert as the communicator, authoritative media, newspaper and user-operated media as the communication channel, objective and complete toll road information as the communication content.In view of the problems in toll road hearing on price, such as unreasonable selection mechanism of hearing consumers, shortage of public credit in cost accounting subject, unreasonable selection of auditory witness and inadequate information publicity, the paper proposed solutions including clearingthe selection standard and ways of hearing consumers, strengthening cost auditing independence, perfectingthe selection systemof hearing people, increasing information publicity degree to improve public participation mechanism in toll road price decision.
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