Research On The Influence Mechanism Of Information Quality And Knowledge Quality On User Stickiness Of Government Short Videos

Along with the rapid development of E-government in our country,government affairs short video has played the important role in the government affairs service process,and is current government affairs news spreading,government affairs information opening,policy interpreting,public opinion guiding and so on effective way.The stickiness of short videos of government affairs is different and needs to be improved.However,scholars’ researches on short videos of government affairs mostly focus on the dissemination of short videos of government affairs,and there are relatively few researches on the influence mechanism of stickiness of short videos of government affairs.Based on this,on the basis of previous researches,this study adopts literature analysis method,questionnaire survey method and statistical analysis method to study the influence of four variables of information quality,knowledge quality,users’ trust in short government affairs videos and users’ political efficacy on user stickiness of short government affairs videos.Based on the characteristics of the short video of government affairs in China,the theoretical model of this study was constructed based on the S-O-R model,information system success model,trust theory and fine processing possibility model(ELM).Five variables were selected for the model: the independent variable was information quality and knowledge quality,the intermediary variable was user trust and political efficacy,and the dependent variable was user stickiness.Relevant hypotheses were proposed,empirical research was conducted,data were collected through questionnaire survey,SPSS 26.0 and AMOS 26.0 were used for data analysis and hypothesis verification.The following conclusions are drawn: First,information quality and knowledge quality have no significant direct influence on user stickiness of government short videos,but have significant direct positive influence on user trust and political efficacy;Secondly,user trust and political efficacy have significant direct and positive effects on user engagement;Thirdly,user trust plays a significant mediating role in the relationship between information quality and user engagement and knowledge quality and user engagement.Fourth,political efficacy plays a significant mediating role in the relationship between information quality and user engagement,but not in the relationship between knowledge quality and user engagement.Fifthly,gender and educational background have a significant impact on the user engagement and the political efficacy of users.The above conclusions have the following implications for improving the user stickiness of short government affairs videos: First,content production is "grounded" to deepen users’ understanding of short government affairs videos;Second,pay attention to emotional resonance,enhance users’ trust in short videos of government affairs;Third,improve the interaction mechanism,improve the political efficacy of users;Fourth,pay attention to farmers,strengthen the short video propaganda of government affairs;Fifth,enhance user engagement and give full play to the role of government affairs.This study constructed a mechanism model of the influence of information quality and knowledge quality on the user engagement of short government affairs videos,which theoretically enriched the research content of the influence mechanism of short government affairs videos,and in practice provided a reference for relevant government departments to improve users’ trust in short government affairs videos,users’ sense of political efficacy and user engagement.