基于社会资本视角的微政务公众信任研究

发布时间：2018-10-10 17:56

【摘要】：随着移动端互联网的访问量超越了PC端互联网访问量,使得移动互联网成为大众获取信息、服务的主要入口,随之而来的政务微媒体也如雨后春笋般涌现。政务微媒体和传统政府治理、公共服务相融合便衍生出微政务,它是“互联网+政务”的重要体现,因而成为广泛关注的电子政务发展新方向。当前,微政务尚处于起步探索阶段,相当研究认为信任不足是阻碍微政务发展的重要瓶颈之一,如何建立公众信任显得必要而紧迫。由此可见,微政务公众信任研究作为一种基础性理论准备和实践探索,对促进微政务的长远发展具有积极的理论和实践意义。基于社交新媒体平台而诞生的微政务具有明显的社交网络属性,故研究引入社会资本理论,试图从社会资本视角来分析微政务公众信任问题。研究首先阐述了微政务公众信任相关概念及研究的背景、价值,并提出研究思路:问题提出-理论模型构建-实证分析-结果讨论-对策建议。其次,在梳理国内外有关微政务公众信任经典文献的基础上,结合微政务信任特征,构建了以社会资本为自变量、公众感知为中介变量、信任倾向为调节变量、初始信任为因变量的微政务公众初始信任理论模型;以社会资本为自变量、满意度和参与度为中介变量、信任倾向为调节变量、持续信任为因变量的微政务公众持续信任理论模型。根据各模型中变量间关系提出研究假设;并将假设中的变量进行操作化定义,在借鉴前人已有经典问卷量表的基础上进行问卷编制,通过线上线下平台同时发放问卷收集数据。再次,借助SPSS22.0进行描述性统计分析、信度和效度分析、相关分析,中介效应分析和调解效应分析。研究发现社会资本三个维度:结构维度、关系维度和认知维度对微政务公众初始信任和持续信任均有正向显著影响;其中,初始信任阶段,公众感知的三个维度感知有用性、感知易用性、感知安全性分别在社会资本和初始信任之间发挥中介作用;在持续信任阶段,满意度和参与度分别在社会资本和持续信任之间发挥中介作用;信任倾向对微政务信任的两个阶段主效应显著,调解效应不显著;人口统计学变量中仅有教育程度对微政务公众初始信任和持续信任产生正向显著影响。在此基础上,研究基于社会资本视角提出改进微政务公众信任的对策建议。本研究从社会资本视角出发,探讨微政务公众信任的动态变化,不仅有助于打开信任的“黑箱”,丰富微政务公众信任前因探索的理论框架和研究视野;同时还将为提升公众微政务公众信任提供指导建议,助推我国微政务的健康、可持续发展。
[Abstract]:As the number of mobile Internet visits exceeds that of PC, the mobile Internet has become the main portal for the public to obtain information and services, followed by the emergence of government micromedia. Micro-media and traditional government governance, the integration of public services will give rise to micro-government, it is an important embodiment of "Internet government", so it has become a new direction of e-government development. At present, micro-government is still in the initial stage of exploration, and quite a lot of research thinks that the lack of trust is one of the important bottlenecks that hinder the development of micro-government, how to establish public trust is necessary and urgent. Therefore, as a basic theoretical preparation and practical exploration, the study of micro-government public trust has positive theoretical and practical significance to promote the long-term development of micro-government. The micro-government based on the new social media platform has obvious social network attribute, so the research introduces the social capital theory, tries to analyze the micro-government public trust problem from the social capital angle of view. Firstly, this paper expounds the related concepts of micro-government public trust and the background and value of the research, and puts forward the research ideas: problem proposition, theoretical model construction, empirical analysis, result discussion and countermeasures and suggestions. Secondly, on the basis of combing the classical literatures about micro-government public trust at home and abroad and combining the characteristics of micro-government trust, this paper constructs the social capital as the independent variable, the public perception as the intermediary variable, and the trust tendency as the regulating variable. The initial trust theory model of micro-government public is based on social capital as independent variable, satisfaction and participation as intermediary variables, and trust tendency as adjusting variable, which is dependent on initial trust. The theoretical model of public sustained trust in micro-government based on the dependent variable of continuous trust. According to the relationship between variables in each model, the research hypothesis is put forward, and the variables in the hypothesis are defined operationally, and then the questionnaire is compiled on the basis of the classical questionnaire scale, and the data is collected simultaneously through the online and offline platforms. Thirdly, descriptive statistical analysis, reliability and validity analysis, correlation analysis, intermediary effect analysis and mediation effect analysis are carried out with SPSS22.0. The study found that the three dimensions of social capital: structural dimension, relationship dimension and cognitive dimension have positive and significant effects on the initial trust and continuous trust of micro-government public, among which, the three dimensions of public perception are perceived usefulness in the initial trust stage. Perceived usability, perceived security play an intermediary role between social capital and initial trust, satisfaction and participation play an intermediary role between social capital and continuous trust respectively in the stage of continuous trust. The main effect of trust tendency on the two stages of micro-government trust is significant, but the mediation effect is not significant; only the educational level in the demographic variables has a positive and significant impact on the initial trust and continuous trust of micro-government public. On the basis of this, the paper puts forward some countermeasures and suggestions to improve the public trust in micro-government from the perspective of social capital. From the perspective of social capital, this study explores the dynamic changes of micro-government public trust, which not only helps to open the "black box" of trust, but also enriches the theoretical framework and research field of micro-government public trust. At the same time, it will provide guidance suggestions for improving public trust in micro-government, and promote the healthy and sustainable development of micro-government in China.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D630

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