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以计划行为理论和“权衡需求”理论为基础,采用文献分析与深度访谈相结合的方法,实证考察中国当下公众“不使用”政务微博的深层原因,明确公众采纳进程中与政务微博能力相关的阻碍因素主要体现在相对优势不明显、与部分公众信息接收方式不相容、过低的外部可见性和信任感知不足等四个方面,并有针对性地提出可从拓宽政务微博的访问渠道、重视独家新闻和权威评论的内容建设、增加传播活动的社会能见度以及注重传播活动的媒体效能等方面着手推进公众采纳进程的策略建议,为政府高效运营政务微博提供决策参考。
Based on the theory of planned behavior and the theory of “weighing demand”, this article adopts the method of combining literature analysis with in-depth interview to empirically examine the underlying causes of public “not using” government microblogging in China, Obstacles related to the ability of government microblogging are mainly reflected in four aspects: the relative advantage is not obvious, incompatible with some public information receiving methods, the external visibility is too low and the sense of trust is inadequate. In addition, Government microblogging access channels, emphasis on exclusive news and authoritative comment on the content, increase social visibility of communication activities and focus on communication media activities to promote the public policy recommendations to promote public administration for the efficient operation of microblogging decision-making reference.