Research On The Influencing Factors Of Public Willingness To Participate In Short Video Of Government Affairs

In recent years,short video has attracted a lot of public attention from the rise to the rapid popularization and then to the burst of money.Government agencies also immediately extended the position of new media communication from the "two micro ends" to the field of short video,and government short video came into being.Under the background of information clutter and the scarcity of public attention resources,it is worth thinking about how to achieve rapid development and maintain vitality.Based on this,this paper explores the influencing factors of the public’s willingness to participate in the short video of government affairs.Based on the theory of planned behavior（TPB）,it introduces the variables of perceived usefulness,perceived ease of use and past behavior,puts forward research hypotheses,constructs the influencing factors model of the public’s willingness to participate in the short video of government affairs,and then obtains the research data through the questionnaire survey method,using SPSS and amo S statistical software for data analysis and model modification,and finally explain the model.The results show that: perceived usefulness has a significant positive impact on the public’s willingness to participate in government short video,and it will positively affect the willingness to participate through attitude;perceived ease of use has no direct significant effect on the public’s willingness to participate in government short video,but perceived ease of use can indirectly affect the public’s willingness to participate in government short video through two paths: one is through perceived usefulness and attitude These two mediating variables,the second is through the perceived usefulness of this mediating variable on the public willingness to participate in government affairs;attitude has a significant positive impact on the public willingness to participate in government affairs short video;subjective norms and past behavior can have a significant positive impact on the public willingness to participate in government affairs short video through attitude;perceived behavior control has a significant positive impact on the public willingness to participate in government affairs short video influence.Based on the research results,this paper puts forward countermeasures to enhance the public’s willingness to participate in government affairs short video from the perspective of perceived usefulness,perceived ease of use,attitude and perceived behavior control,and divides the planning into three dimensions: content optimization,function improvement and form enrichment,and analyzes the operational feasibility of these countermeasures.Finally,it summarizes the limitations of this study and looks forward to the future research direction.