Empirical Study On The Public Satisfaction Of Government-affair Microblog

Now microblog is becoming a main carrier to generate the public opinion following the websites,forums,blog.Users of microblog in China have reached 250 million,accounting for 48.7%of the total number of internet users.At the same time,the government-affair microblog has appeared,and quickly become the focus of the public eye.Microblog politics has been more and more popular,but related research on it is not much.On the base of extensive literature research and combining with the characteristics of government-affair microblog,this paper begins the empirical research of the evaluation of government-affair microblog public satisfaction.The study is focusing on the following aspects:First,the significance of the evaluation of government-affair microblog public satisfaction.The government-affair microblog has appeared for only one or two years,domestic and international study of it is very rare,especially from the point of public satisfaction.The study of public satisfaction of e-government,which is the "upper word" of government-affair microblog,is a new field too,and its object is government website.In such circumstances,the evaluation is very necessary.Second,the theoretical basis for the model building of government-affair microblog public satisfaction.This paper analyzes the characteristics of the government-affair microblog,explores the connotation of public satisfaction of government-affair microblog,and recalls the classic model of customer satisfaction,which are the basis for building the theoretical model.Third,the building of the model and the measurement system of government-affair microblog public satisfaction.Considering the classic customer satisfaction model,combining with timely,interactive,transparent and other characteristics of government-affair microblog,this research builds the model and the measurement system of government-affair microblog public satisfaction with the manner of SEM.Fourth,the empirical evaluation of the public satisfaction of government-affair microblog.This paper uses questionnaire survey to collect the usage and satisfaction data,and makes analysis of the model which has been built with the collected data.The results show that the model can well reflect the factors that affect satisfaction,so we can use the analysis results to make advices for the more wonderful development of government-affair microblog.The study shows that the current public satisfaction index for government-affair microblog is 60.81,which has a large distance from the ideal situation.The public satisfaction is connected with perceived quality,service attitude and public expectation,and the latter have strong positive explanatory power of the public satisfaction.According to the results,this paper brings up several measures to improve the government-affair microblog in a targeted manner.This paper has a certain significance in promoting the development of the government-affair microblog and improving the level of e-government.