Citizen Adoption Of Government Short Video Information Service And Its Influencing Factors

Putting forward along with the Internet + government services,the development of science and technology for the transmission of information has brought the new change,at the same time,government affairs service is also in constant change,the development of e-government work ushered in the unprecedented historical opportunity,but also provides more and more people with the opportunity to participate in government affairs,satisfy the people's right to know and participate.In order to adapt to the development of new trend,the local governments to seize short video sweeping momentum of development,choose the most popular platform for the trill,cooperate with trill platform opening government affairs trill,through a short video,to make government affairs publicity,release information,guiding public opinion,shape the image and e-government service,short video has become a platform of e-government services and government people a new way of interactive,citizens by looking forward thumb up,review and actively participate in the government affairs of short video,implements the positive interaction between government and citizens,new way to innovation of government governance,is beneficial to government propaganda policy and interpretation,It also helps citizens to have a deeper understanding of government affairs and express their demands.This study by analyzing government short video and citizens to accept the related literature at home and abroad,combined with viral marketing theory,the innovation diffusion model,information model and adopted integrated user acceptance and usage model,design the short video information service citizens adopt related influencing factors,this paper selected the top ten areas government affairs trill,politics and law committee,judicial and public security,prosecution,courts,Wei Jian,brigade,women's federation,communist youth league and the media,selected from 500 the short video data,and collect the various regions of the mobile Internet penetration rate and population size as sample data,Combined with the existing relevant research of e-government short video and its own characteristics,set up the administrative level,population scale,the topic type,the pragmatic performance of background music emotion type,title,the title of the stylistic features,originality,the video time and release time,ten independent variables,mobile Internet penetration amount of thumb up to government short video,reviews and forward amount as citizens adopt measure,put forward ten construction,using linear regression analysis method,validate hypothesis is put forward,analysis the influence factors of citizens adopt e-government short video information service.The results show that,in terms of subject types,the government short videos featuring role models have a more significant impact on the amount of thumb up,comments and forwarding of government short videos compared with those featuring security tips,life information,hot current events and interesting information.In terms of the emotion type of background music,the influence of the sad background music on the thumb up quantity,the comment quantity and the forwarding quantity of the government short video is more significant than that of the passionate,solemn,light and gentle background music.In terms of the pragmatic performance of the titles,there is no significant difference between the adoption of government short videos with interrogative and rhetorical titles and the adoption of declarative titles.Short videos with exclamatory titles are more likely to get more thumb up,comments and forwarding volume than short videos with declarative titles.In terms of the stylistic features of the titles,compared with those using spoken titles,there is no significant difference in the amount of thumb up,comments and reposts adopted by citizens of government short video information service.In terms of originality,original short videos on government affairs are more likely to be widely adopted by citizens than non-original ones.In terms of the video length,the video length will have an impact on the forwarding volume of political short videos.Compared with the short videos in46S-60 s and above,0-15 s political short videos have a significant difference in the influence on the forwarding volume and comment volume.In terms of the release time,no matter which day it was published,there was no significant effect on the amount of thumb up,the amount of comments and the amount of forwarding.In terms of the administrative level,there was no significant difference in the cumulative amount of thumb up and the number of fans between county,city and provincial government accounts and township government accounts.The ministerial government accounts obtained more cumulative play amount and the number of fans than township government accounts.In terms of mobile Internet penetration rate,mobile Internet penetration rate has no significant impact on the cumulative forwarding volume and the number of fans;In terms of population size,there is a significant positive correlation between population size and the cumulative thumb up amount of government short video.According to the research conclusion,to enhance citizens' satisfaction,strengthen government people interaction,put forward to promote the short video information service citizens adopt the relevant countermeasures: improve the citizens,both the content of the government affairs short video quality and release time,accurately grasp its own role,adhere to the user as the center,pay attention to personnel training,creating excellent team,combined internal and external resources,a platform for the linkage.