The Influence Of Social Capital On Community Residents Public Satisfaction: The Moderating Effect Of Social Comparison Orientation

In the transition of society, the "fragmentation" of social stratum converge the orientation of individual value constantly. The behavior logic of market economy and extrusion chaos of modern logos influence the government trust and party identification, like the decrease of satisfaction and government’s credibility after expectation dysfunction. With the vigorous development of the western "new public management movement", the government pays more attention to democratic evaluation and the public demand, and it takes the public satisfaction as the important basis to improve the government administrative efficiency. Therefore, it is a significant research to discuss the formation mechanism of the public satisfaction of community service to enhance the government credibility and build a service-oriented government.With the development of urbanization and new communities, the research scholars have a lot of studies on the public satisfaction of community residents, but the research of citing the social capital theory into the field of public satisfaction is still less, especially some of taking the individual characteristics of social comparison orientation as the research situation. The research examines the effects of the social comparison orientation on the associations between social capital and public satisfaction of community residents. It is more abundant and evolutionary than the past research.In the study of the community residents’ public satisfaction, the research cited the theoretical perspective of community social capital, building a model of the associations between social capital and public satisfaction of community residents, exploring the effects of the social comparison orientation on the associations between social capital and public satisfaction of community residents by testing relational social capital, cognitive social capital and structural social capital.The collection of research data combines the paper and electric questionnaire, the effective questionnaire is 192 after issuing 203, so the effective recovery rate of the questionnaire is 94.5%. This paper conducts the statistical methods of factor analysis, correlation analysis and hierarchical regression analysis by using data analysis tool SPSS and AMOS, adopting the method of empirical study and normative study, verifying the reliability and validity of the data and the model fit, proving the research hypothesis of the associations between social capital and public satisfaction of community residents. Results showed that the structural social capital and relational social capital have significant positive influence on public satisfaction of community residents, however, the cognitive social capital is not directly associated with public satisfaction of community residents; the social comparison orientation negatively regulates the direct influence of the structural social capital and relational social capital on the public satisfaction of community residents, while it has no influence on the associations between cognitive social capital and the public satisfaction of community residents.In order to improve the public satisfaction of grass-roots government’s community service effectively, managers should pay attention to the cultivation of community social capital. It should also strengthen the social functions and the service-oriented responsibility transformation of the grass-roots government, promote citizen participation in community service and enhance the government credibility. At the same time, it must implement the contingency management for the differences of residents’ social comparison orientation in the community.