| With the rapiddevelopment of new media and "we media", the micro-blog hasbeen widely used in social life. In the meantime, micro-blog has become an important platform for different sector of society to discuss the public events. By the end of 2014, thepublishing volume of Chinese government micro-blog hadachievedmore than 17.283 million, and Chinese government micro-blog had become an importantchannel for government propaganda, government affairs and network accountability. Under the new situation, it has become a great concern on that how to appropriately take advantage of the government micro-blog to serve for the government propaganda, government affairs service, and the enterprises and/or institutions.In this paper, the "Chengdu city"on Sina was investigatedthroughfour kinds of research methods, namely, the literature method, focus group interviews, depth interview and questionnaire survey. Based on the uses and gratifications theory and technology acceptance mode(TAM) theory, the specific circumstances of the audiences (fans) were studied as the main research object.Combining the technology acceptance model (TAM)and the method of empirical analysis, the audiences’ demand for using "Chengdu city"on Sina was obtained and analysed. The relationship model between the usage requirements and usage intention was established in the framework of the uses and gratifications theory in order to explore the influencing factors of the audiences’ usage intention on Chinese government micro-blog, then analyze the current situation of the development of Chinese government micro-blog and probe into the communication effect. The cognition, satisfaction and trust of the audiences in "Chengdu city"on Sina were found out and some coping strategies were put forward in this paper.Through the investigation in this study, the government micro-blog structure equation model was validated and the model graph on usage vs requirement was yielded. It is shown that usage requirements on "Chengdu City" from fans are ranked as follows (start from the most important one):information acquisition, dependency, relationship maintenance, entertainment, and social communication needs. In addition, perceived value and trust plays a role in coordinating to some degree between the usage and requirement. For the fans of "Chengdu City", people with young age can account for a great proportion, such as the students, civil servant, and company employee. "Chengdu City" has achieved a good reputation among these fans. For the public events and emergency events, fans rely much on "Chengdu City", hoping to gain enough information on the events. "Chengdu Food" belongs to "Chengdu City", with high ranking and local characteristics, and it can be treated as a model for learning and studying for the government micro-blog. "Chengdu City" is not without drawbacks, for example, the frequency for forwarding and comments is relatively low, the intensity of relationship is relatively weak, fans generally would not spend much time after logging on, and only a small proportion of fans ask question on the government etc. Therefore, this paper provides some suggestions on this:(1) To be more efficient. For the public emergency events, the government micro-blog should release the real situation on time; (2) To do news planning and construct the micro-blog "enclave". Make sure that the content from the news planning can be released on time. In the meantime, news planning can be focused on to plan for programs cooperated with traditional media. Make sure city marketing becomes the primary task for the government micro-blog. (3) Program localization. Make the program to be more local-adapted, thus increase the usage for the local users. (4) To introduce professionalperformance evaluation; enforcing standard releaseprocedures for government micro-blog; and construct professional micro-blog management team. |
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