Research On Evaluation System For Operation Effect Of Government We Chat Based On The Use And Gratifications Approach

With the arrival of mobile-internet era, We Chat, an application of new media, is revealing its powerful developing tendency. With the strong wave of this application, along with the impressive benefit gained from the trial of government microblog, many government departments now is making a new trial--operate their own We Chat, so-called government We Chat. It takes less than three years for government We Chat developing from nothing to blossom throughout government departments in China. However, the operation of government We Chat, as a new stuff especially for the government, is still on the way of exploration. Though the government has been making efforts, some of the government We Chat couldn’t achieve the objective effect expected by the public because of bad operation, which become vanity projects and result in bad impacts on popular trust toward the government.So far, there are not many researches on government We Chat within academic circle,especially for the evaluation system of operation effect of government We Chat, which is still in the blank stage. The article is aimed at exploring this brand field. The article firstly analyzes the current situation and the operation bottleneck of government We Chat as background information.Under the framework of a theoretical model—the Use and Gratifications Approach of Communication Science, the article analyzes factors that influence operation effect of government We Chat, from the aspect of the audience of government We Chat--the public. At last the article tries to construct an evaluation index system for operation effect of government We Chat.