Study On The Influencing Factors Of The Public’s Willingness To Continue Using Government Short Video

With the rapid development of information technology in China,the channels of public access to information are diversified gradually,and the willingness to participate in politics is gradually rising.Following the government we-chat,government micro-blog and government client,the government short video has developed rapidly in recent years and has become an important new platform for the government to carry out policy publicity and image publicity,publish current political reports,popularize knowledge and so on.At the same time,government affairs short video has become the main way and way for the public to obtain information and participate in politics.The foothold of government affairs short video is the public.Only when the public participates in government affairs short video and can continue to use it,can we realize the real value of government affairs short video and achieve its communication effect.Therefore,it is of practical significance to study the influencing factors of the public’s willingness to continue using government short video.In order to analyze the factors affecting the public’s willingness to use government short video continuously,this paper draws conclusions and puts forward corresponding suggestions through empirical research.Firstly,the relevant literature of government short video at home and abroad is sorted and analyzed.And the definition,types and characteristics of government new media and government short video are explained in this paper,which provides basic theoretical support.Secondly,this paper extends the original model based on Information system continuous use model（ECM-ISC）,technology acceptance model（TAM）and relevant scholars’ research.Four variables of perceived ease of use,trust,perceived risk and network externality are introduced to construct the theoretical model of public sustainable use intention of government short video,and the corresponding research hypotheses are raised in this paper.Finally,this study carries out descriptive statistical analysis,reliability and validity test on the sample data of 275 valid questionnaires,and establishes the structural equation model of public sustainable use of government short video.The final model is formed by being modified and adjusted through the fitting results and the significance results of each path coefficient.The results show that 9 of the 11 research hypotheses are valid.After deleting insignificant path and modifying the model,the path coefficients are significant and have good fitting.Perceived usefulness,expected confirmation,perceived ease of use,trust,network externality and satisfaction all have the positive impact on the public’s willingness to continue using government short video.According to the analysis of data,this study puts forward feasible suggestions on how to improve the public’s willingness to use political short videos from four aspects: clarifying the role orientation and improving perceived usefulness,strengthening team construction and improving perceived ease of use,avoiding excessive entertainment and improving public trust,optimizing user experience and improving network externality.