Research On Public Participation Behavior Of Mobile Government Microblogging Based On Perceived Value

Based on the advantages of microblogging,the government department gradually opened the government microblogging.Since the emergence of government microblogging,it has played an important role in publicizing government affairs,handling emergencies,and guiding public opinion.At the same time,the rapid development of mobile Internet technology has promoted the continuous improvement of mobile government microblogging and also affected the political participation of citizens.In order to maximize the value of mobile government microblogging,the active participation of the public is required.Not only does the public need to browse information through mobile government microblogging to seek information,but also the public needs to share information through praise,forwarding or comment.How to effectively improve the public's participation behavior(seek information and share information)is an important issue currently faced by government microblogging manager.At present,scholars have little systematic research on how the different dimensions perceived value affects the use of mobile government microblogs to seek information and share information.And less systematically analyze the impact of government microblogging characteristics on multidimensional perceived value and the impact on seeking information and sharing information behavior.Therefore,this study attempts to explore the different dimensions of mobile government microblogging on the different dimensions of perceived value and the impact of different levels of public participation behavior.First,this paper explains some core concepts and sorts out the relevant domestic and foreign literatures of mobile government microblogging.Secondly,based on stimulusorganism-response(S-O-R)framework,the theory of perceived value and the uses and gratifications theory,four mobile government microblogging characteristics are summarized: mobility,perceived government-citizen interactivity,perceived offlineonline integration and atmosphere;perceived value is divided into three dimensions: information value,hedonic value and social value;public participation behaviors is divided into two levels: seek information and share information.The research model of this paper is established and hypothesis is put forward.Thirdly,the data of 702 Sina mobile government microblogging users collected through the online questionnaire survey are analyzed to verify the model and hypothesis.At the same time,in order to complement the structural equation model,artificial neural network analysis was carried out.Finally,according to the research conclusions,the paper puts forward some suggestions for improving the public participation behavior of mobile government microblogging.The main conclusions of the study are as follows: mobility,perceived governmentcitizen interactivity,perceived offline-online integration and atmosphere have a positive impact on perceived value,and the perceived value further positively affects seek information and share information.At the same time,the different characteristics of mobile government microblogging have different influences on perceived value,and the different dimensions perceived value has different effects on seek information and share information behavior.The present study contributes to the existing literature in mainly three ways.First,based on the use and gratification theory,perceived value is considered as a satisfaction factor,and is divided into three dimensions: information value,hedonic value and social value.At the same time,we examine the different effects of the perceived value of each dimension on the citizens' mobile government microblogging participation behavior.Second,this paper uses the S-O-R framework to use mobility,perceived governmentcitizen interactivity,perceived offline-online integration,and atmosphere as the preemptive factors of perceived value,research its positive influence mechanism on perceived value,and then affect citizens' participation behavior.This paper divides citizens' mobile government microblogging participation behavior into two aspects: seek information and share information.It not only examines the passive behavior of information acquisition,but also explores the active sharing information and analyzes the different influencing factors.This study not only promotes the development of relevant research theories of mobile government microblogging participation,but also provides inspiration for the management of government agencies and their officials.