Research On The Quality Optimization Of Public Service Purchased By Government Based On Nudging Theory

One of the core points of the transformation of government functions and the construction of service-oriented government is to optimize the supply of public services and improve the quality of public services.The scale of related research can be traced back to the 1960 s,and has gone through the old theory of public administration,the new theory of public management and the new theory of public service as the leading stage.In view of the difficulties of the new public management theory in solving the principal-agent problem in government purchasing public services effectively through the competition mechanism,and the problems of the decline of citizenship spirit and the inefficiency of public service supply in general in the new public service theory,based on the assistant reasoning theory of experimental psychology and behavioral economics,it is necessary to return to the underlying logic of the problem.On the hypothesis of human nature,it is solved by means of nudging.The nudging theory emphasizes that the real person is the social person in a given situation,often does not reach the degree of bounded rationality,and his irrational behavior can be improved through non-mandatory nudging means.In order to improve the quality of public services purchased by the government,we need to face the plight of human nature and all kinds of problems caused by it.Through ingenious mechanism design,we should establish a reasonable driving force to optimize the quality of public services purchased by the government in a more moderate and lower cost way.This paper divides the optimization of the quality of public services purchased by the government into two key assessment points: better to buy and buy better.Based on the theory of assistant reasoning and the three hypotheses of the theory,this paperputs forward the "one center,two analysis nodes,three practical mechanisms,two optimization links covering four stages" of the government purchase public service quality optimization nudging framework.Among them: one center is to optimize the quality of public services purchased by the government;two analysis nodes refer to the cognition and transparency designed based on the hypothesis of auxiliary reasoning;three practical mechanisms refer to simplification,default and correction mechanism;two optimization links cover four stages,which emphasize that quality optimization needs to be made from the project purchase and project service links-quality.Planning,project design-quality generation,project implementation-quality manifestation,project supervision and evaluation-quality monitoring four stages.The case study based on Ningbo indicates that the quality of public service purchased by the government is due to the representative dilemma,anchor dilemma and other reasons.As a result,the public is unwilling to express their real needs,the optimization of service quality is out of touch with practice,the time-consuming of project process design is difficult to guarantee,and the project objectives are difficult to achieve.It is necessary to improve the efficiency of expression by standardizing the way of demand survey,setting the default options,simplifying the project flow,limiting the related content and reducing the cost of time and so on.Active application of the nudging theory can more effectively promote government reform and the improvement of residents' satisfaction,sense of attainment and happiness.