Research On The Interactive Behavior And Its Incentive Mechanism Of Government Information In The New Media

In 2015,the State Council issued the guidance on actively promoting the "Internet plus" action.It clearly pointed out that the mobile Internet platform should be used to accelerate the construction of new government affairs and enhance the scientific decision-making ability and social governance level of the government.The rapid development of new media technology has brought new opportunities and challenges for government information services.Government new media has become an important way for the government to explore new models of social governance and improve its ability to govern society.Users' interaction behavior of government information,as the service object,affects the sustainable development of new government media platform.The research on the interactive behavior of government information is useful to optimize the government information service.How to master the internal mechanism of government information interaction behavior in the new media environment plays an important role in proposing the incentive strategy of government information interaction behavior.Therefore,this research takes the user's government information interaction behavior as the research object,based on the systematic review of the relevant literature of government information interaction behavior,using empirical analysis,simulation and machine learning methods,studies the internal mechanism,influencing factors,simulation and prediction problems of government information interaction behavior,as well as constructs the model of information interaction behavior incentive mechanism in the new media environment,puts forward the strategy of encouraging users to interact with government information in order to provide theoretical basis for the construction and operation of government new media platform.The main work and conclusions are as follows:First,the internal mechanism of government information interaction in the new media environment is studied.First of all,the research defines the concept of government information interaction behavior in the new media environment,and analyzes the characteristics,components and behavior patterns of government information interaction behavior;secondly,the research defines the concept of government information interaction demand based on the use and satisfaction theory,analyzes the content and hierarchy of government information interaction demand based on the ERG demand theory,and uses the formal concept analysis method to analyze the new characteristics of government information interaction demand underthe media environment;then,the research defines the types of government information interaction motivation in the new media environment,uses the principal component analysis method to analyze the structure of government information interaction motivation in the new media environment,and constructs the government information interaction motivation model in the new media environment;finally,the research analyzes the government information interaction behavior under the new media environment.Based on the evolution process and behavior path of the new media environment,this paper constructs the model of government information interaction behavior,which provides theoretical support for the subsequent research on the influencing factors of government information interaction behavior in the new media environment.Second,the analysis of the influencing factors of government information interaction behavior in the new media environment is studied.First of all,based on the theory of planned behavior,a conceptual model of influencing factors of government information interaction behavior in new media environment is constructed;secondly,the questionnaire is designed and distributed to carry out descriptive statistical analysis and confirmatory factor analysis of questionnaire data;then,the independent sample t-test method is used to analyze the differences between the variables in the gender dimension,and single factor variance score method is used to analyze the differences between the variables in the age,occupation and education dimensions.Finally,using SPSS 22 and Amos 21 software,structural equation method,the theoretical model of influencing factors of government information interaction behavior in new media environment is verified.Third,the system dynamics simulation analysis of government information interaction behavior in the new media environment is studied.First of all,from the perspective of information ecosystem,the concept model of government information interaction behavior simulation in the new media environment is constructed;secondly,by analyzing the boundary of the system,the causality diagram and system flow diagram of government information interaction behavior simulation in the new media environment are established.Then,based on the method of system dynamics,using Anylogic 8.5.2,the equation is written and the parameters are set to test the sensitivity of the simulation model of government information interaction behavior in the new media environment.Finally,the paper analyzes the simulation results of four aspects: the main element,the object element,the environment element and the technical element.The purpose of this chapter is to explore the realization process of government information interaction behavior in the new media environment,and to provide theoretical support for the prediction of government information interaction behavior in Chapter 6.Fourth,the prediction of government information interaction behavior in the new media environment is studied.First of all,the paper describes the interactive behavior prediction problem of government information mathematically,and analyzes the relationship between group users and high interactive government information;secondly,the interactive demand feature,interactive attitude feature,subjective norm feature and perceived behavior control feature of high interactive government are extracted,and the calculation method of each feature is set;then,the paper uses Python to crawl the data of five government microblogs,Finally,using the random forest algorithm,the paper establishes the prediction model of government information interaction behavior in the new media environment,and analyzes the importance of interaction demand characteristics,interaction attitude characteristics,subjective specification characteristics and perception behavior control characteristics.Fifth,the incentive mechanism of government information interaction in the new media environment is studied.First of all,based on the reality of less government information interaction in the new media environment,this paper analyzes the important role of incentive mechanism in user information interaction from the perspective of incentive;secondly,the dynamic replication equation of the system is constructed,the partial derivative is used to find the stability point of the system,and the Jacobian matrix is used to analyze the local dynamic stability point;then,it analyzes the strategy selection process of government groups and public groups when the government invests a large amount of personnel,technology and funds.At last,from four aspects of system guarantee,personnel allocation,technical support and capital investment,the paper constructs the incentive mechanism model of government information interaction behavior in the new media environment,which provides certain theoretical support for the incentive strategy of government information interaction behavior in the new media environment in Chapter 8.Sixthly,the paper puts forward the incentive strategy of government information interaction in the new media environment.Based on the influencing factors,system dynamics simulation,behavior prediction and incentive mechanism of government information interaction behavior in the new media environment,this paper putsforward the incentive strategies of government information interaction behavior in the new media environment from the three dimensions of government,information environment and information technology,in order to provide theoretical basis for the construction and operation of government new media platform.The paper enriches the theoretical framework of information behavior research,deepens the application of planned behavior theory in the field of government information interaction,and provides theoretical basis for the incentive of government information interaction behavior in the new media environment.In reality,this study provides decision guidance for the government to encourage users to participate in the interactive behavior of government information,which is conducive to the sustainable development of government information services.