Research On The Influencing Factors Of The Publics’s Willingness To Partticipate In Governance Of Public Opinion On Government Microblogs

Microblog is an important platform for collecting public opinions on government affairs,and it is an important driving force for local governments to perform their functions.The lack of interaction with the public is a prominent problem that is difficult to enter the "Internet +" stage of government microblog 3.0.Whether the public is willing to through Weibo will be directly related to the promotion of the development stage of social platforms on government affairs,the construction of service-oriented governmentinteract with the government to participate in the governance of public opinions on government affairs and the transformation of government governance mode.At the same time,strengthening public participation is of great significance to protecting the public’s right to know,right to express,right to participate and right to supervise.Therefore,it is necessary to study the influencing factors that affect the willingness of the public to participate in the governance of public opinion on Weibo.The research process of this paper is divided into three steps: theoretical analysis,case analysis and empirical analysis.The first step is theoretical analysis.Based on the theory of technology acceptance,the success theory of information system and the theory of social governance,the paper sets up the relationship between variables and paths,and constructs the theoretical analysis framework of the factors affecting the willingness of the public to participate in the governance of public opinion in government affairs.The second step is based on the theoretical analysis framework and the case analysis method based on the microblog platform data to conduct the case analysis on the external environment governance of public participation in government affairs.By determining specific research objects and observation and measurement items,describe the current situation of various factors in the external environment,and analyze the problems existing in each subject.When the influence and sensitivity of government microblog are different,the frequency and emotional tendency of the public to participate in the governance of public opinion on government microblog are different.Therefore,it is necessary to make a quantitative analysis on the factors affecting the public participation.The third step is to put forward research hypothesis based on the theoretical basis of theoretical framework analysis and practical experience of case analysis.Based on the questionnaire data,empirical analysis of influencing factors,including descriptive statistical analysis and data analysis,was conducted through questionnaire survey method and statistical analysis method.Description analysis includes sample composition characteristics and public participation;Data analysis included structural equation path analysis and model modification,one-way ANOVA with control variables added,linear regression and hierarchical regression analysis for single model.By verifying the research hypothesis,the influence degree and internal influence relationship of various factors on public participation in government affairs micro-blog public opinion governance are quantified,and the influencing factor model of public participation in government affairs micro-blog public opinion governance is finally obtained.Finally,the research conclusions are drawn through the combination of qualitative and quantitative analysis methods,and the optimization ideas and countermeasures are proposed.Conclusion 1: The public participation in government affairs microblog daily public opinion content has a strong driving force.Conclusion 2: the perception of ease of participation is the primary factor affecting the public’s initial willingness to participate.The quality of information and platform and the influence of community have a positive effect on the perception of accessibility of participation.Conclusion 3:The willingness of the public to participate in the governance of public opinions on government affairs is manifested as the initial willingness to participate.The perception of participation ease of use,personal characteristics and community influence positively affect public participation willingness.Conclusion 4: The behavior of public participation in the governance of public opinions in government affairs is manifested as the behavior of superficial information acquisition.Personal characteristics,service quality and platform quality positively influence public participation behavior.Based on the case analysis of the problems of various subjects in the external environment and the empirical analysis of the influencing factors,this paper puts forward the optimization ideas,and further puts forward countermeasures and suggestions for the formation of a management process in which the government takes the lead and attaches importance to the public,news media,microblog platform and opinion leaders to participate in social public affairs.