The Research Of The Public Information's Influence On Public Trust And Public Behavior

With the deepening of reform and opening up, China's social development had step into a period of economic and other social structures' comprehensive transformation. Although the great success in reform and opening up had greatly enhanced social productive forces and people's living standards, the period of transformation had met more and more social problems at the same time, special for the problem of the influence of public trust and behavior under public information.Public information is an important social resource to connect all aspects of social life. It is also a social neural network system to adjust and control the activities of the whole society. Public information has very large influence for the public group behavior. Favorable public information will strengthen positive behavior of the public as the adverse information would strengthen the public's negative behavior. And the influence of public information on the public behavior is based on trust. Government is not only the largest information owners and publishers but also the largest users of information and information technology in the society. So the research of the influence of public trust and public behavior under public information has important theoretical and practical significance.Thesis do the research work around the influence of public trust and public behavior under public information carried out as follows:1. The paper did some theoretical research of the structure variables by reference to a variety of literature on public information, trust, and public behavior. The branch properties of these structures variables were refined.2. The paper did research on the influence of various type of public information on public behavior under various channels based on the definitions of the sources, outreach, effective time, the degree of processing, transmission modes of public information and the assumption of impact of public information on public trust and behavior. Then the paper established the structural equation modeling of the influence of public information on public trust and behavior and defined the model structure of the influence of public information on public trust and behavior by the impact on the public trust and guidance of public psychological needs.3. The paper establishment the model of the influence of public information on public behavior change degree with the assumption of the limited rational behavior of public, the public the behavior of public information is influenced by considering the maximum expected revenue and the definitions of related variables and parameters.4. All variables in the paper were measured and the reliability and validity variables were evaluated. The paper had confirmed the assumptions of the study and summarized the obtained relevant research conclusions by applying software tools SPSS15.0 and AMOS5.0 to do the data variance analysis, correlation analysis, hierarchical regression analysis, group regression analysis, structural equation modeling deal with the research data from the questionnaire design and corresponding.5. The paper provides an effective decision support to the management of public information sources and dissemination for the government and public utility agencies with the two models created by this article which get the various branches of public information variable property for the public behavior of the correlation coefficient changes with the degree of public behavior.The empirical research conclusions and innovations as follows:1. The paper got the quantified modeling indicators by using the public information as a starting point and through the extraction of variables of all branches of public information. Then the paper built the quantitative models to do the research on a systematic study of public behavior, public information, public trust, and psychological needs of the public. The research results show that:The information which is more concerned by public and with longer effective time will be more likely to change the psychological state of the public and then influence the public behavior. Public trust and if the public information is met the needs of the public (such as security needs, emotional needs with attribution, etc.) will make a decisive influence on the change of public behavior.2. There is not a mature and effective method to do research on the discriminating of the savety level of public information. The paper used the method of gray system and clustering analysis to build the quantified method of the measure the savety level of public information which is based on the related theories of public information and public behavior. Results of the study show that:The savety level of public information can be effectively estimating by doing gray clustering analysis on the correlation coefficient of public information branch properties and public behavior.The research conclusions related to the paper are not only has some theoretical contributions in public works organization and management research but also have important guiding significance to the management of public information of our government and public organizations.