公共信息对公众信任及行为的影响研究
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摘要
随着改革开放的深化,我国社会的发展进入一个经济和其他社会结构的全面转型时期。而在改革开放取得巨大成功、社会生产力极大提高、人民生活水平日益提升的同时,社会转型期所面临的问题也越来越多,在公共信息影响下的公众信任与行为问题就是其中之一。公共信息是一种重要的社会资源,是连接社会生活各个环节的纽带,也是一种社会神经网络系统,调整与控制着整个社会活动,公共信息对于公众的群体行为有着非常大的影响力,利好的公共信息会强化公众的正向行为,不利的信息则会强化公众的负向行为,而公共信息对公众行为的影响又是以信任作为基础的。政府是全社会最大的信息拥有者和发布者,又是最大的信息和信息技术的使用者,所以公共信息对公众信任及行为的影响研究具有重要的理论价值和现实意义。
围绕着公共信息对公众信任及行为的影响研究,论文主要进行了如下研究工作：
1、本文首先通过参考多种文献资料分别对公共信息、信任、公众行为等结构变量进行了理论研究,对这些结构变量的分支属性进行了提炼。
2、本文通过对公共信息的信息来源、影响范围、有效时间、加工程度、传播方式等各分支变量的定义以及公共信息对于公众信任、公众心理需求的影响等理论分析的基础上,研究了不同类型的公共信息通过不同的传播渠道对公众行为所造成的影响,建立了公共信息对公众信任及行为的影响的结构方程模型,确定了公共信息通过其各分支属性变量对公众信任的影响以及对公众心理需求的引导从而最终对公众行为产生影响的模型结构。
3、本文通过公众有限理性的行为、公众在受公共信息影响下的行为是考虑获得最大期望收益等假设以及相关变量和参数的定义,建立了公共信息对于公众行为改变程度的模型。
4、本文对各个变量进行了测定和信度与效度的评价,并通过问卷设计与发放获得了相应的研究数据,然后应用结构方程和统计分析方面软件工具,对数据进行了层次回归、分组回归、方差分析等统计处理和结构方程的建模建立分析,从而验证了之前研究假设的合理性,并总结得到了相关的研究结论。
5、通过本文建立的两个模型得到公共信息的各个分支变量属性对于公众行为的影响的相关系数与对公众行为的改变程度,应用应急管理的相关理论,为政府以及公共事业机关在危机公关以及公共信息来源、传播的控制管理等方面提供了有效的决策支持。
本文的创新之处如下：
1、建立了公共信息对公众信任及行为的影响的模型,并通过实证分析得到一些有价值的结论。
以公共信息为切入点,通过对公共信息各个分支变量的提炼,并对它们对于公众信任与公众心理需求的影响进行研究,得到可以量化的建模指标。从而建立量化的模型,将公共信息、公众信任、公众心理需求、公众行为等概念联系起来,对它们的相互关系进行了系统性的研究。
研究的结果表明：公众更为关注的、有效时间更长的那些信息更容易改变公众的心理需求状态,从而影响公众的行为；公众对公共信息的信任与否以及公共信息是否触及了公众的心理需求(如安全的需要、情感与归属的需要等等)对于公众行为的改变是有着决定性的影响作用的。
2、本研究通过实证研究研究了将公共信息的属性与公众行为的相关度应用于公共信息安全程度甄别的方法。
在过去对应公众行为的研究中并没有一种成熟和公认有效的方法来对于公共信息的安全程度进行研究,本文以公共信息、公众行为等方面的理论为基础,应用了灰色系统理论与聚类分析的研究方法,建立了公共信息安全程度的量化评估方法。
研究的结果表明：通过对公共信息分支属性与公众行为的相关系数进行灰色聚类分析可以有效的对公共信息的安全等级进行评估。
本文的相关研究结论,不仅在公共工程组织与管理研究领域,具有一定的理论贡献,而且对于现阶段我国政府与公共组织对于公共信息管理的实践,也具有重要的指导意义。
With the deepening of reform and opening up, China's social development had step into a period of economic and other social structures' comprehensive transformation. Although the great success in reform and opening up had greatly enhanced social productive forces and people's living standards, the period of transformation had met more and more social problems at the same time, special for the problem of the influence of public trust and behavior under public information.
Public information is an important social resource to connect all aspects of social life. It is also a social neural network system to adjust and control the activities of the whole society. Public information has very large influence for the public group behavior. Favorable public information will strengthen positive behavior of the public as the adverse information would strengthen the public's negative behavior. And the influence of public information on the public behavior is based on trust. Government is not only the largest information owners and publishers but also the largest users of information and information technology in the society. So the research of the influence of public trust and public behavior under public information has important theoretical and practical significance.
Thesis do the research work around the influence of public trust and public behavior under public information carried out as follows:
1. The paper did some theoretical research of the structure variables by reference to a variety of literature on public information, trust, and public behavior. The branch properties of these structures variables were refined.
2. The paper did research on the influence of various type of public information on public behavior under various channels based on the definitions of the sources, outreach, effective time, the degree of processing, transmission modes of public information and the assumption of impact of public information on public trust and behavior. Then the paper established the structural equation modeling of the influence of public information on public trust and behavior and defined the model structure of the influence of public information on public trust and behavior by the impact on the public trust and guidance of public psychological needs.
3. The paper establishment the model of the influence of public information on public behavior change degree with the assumption of the limited rational behavior of public, the public the behavior of public information is influenced by considering the maximum expected revenue and the definitions of related variables and parameters.
4. All variables in the paper were measured and the reliability and validity variables were evaluated. The paper had confirmed the assumptions of the study and summarized the obtained relevant research conclusions by applying software tools SPSS15.0 and AMOS5.0 to do the data variance analysis, correlation analysis, hierarchical regression analysis, group regression analysis, structural equation modeling deal with the research data from the questionnaire design and corresponding.
5. The paper provides an effective decision support to the management of public information sources and dissemination for the government and public utility agencies with the two models created by this article which get the various branches of public information variable property for the public behavior of the correlation coefficient changes with the degree of public behavior.
The empirical research conclusions and innovations as follows:
1. The paper got the quantified modeling indicators by using the public information as a starting point and through the extraction of variables of all branches of public information. Then the paper built the quantitative models to do the research on a systematic study of public behavior, public information, public trust, and psychological needs of the public. The research results show that:The information which is more concerned by public and with longer effective time will be more likely to change the psychological state of the public and then influence the public behavior. Public trust and if the public information is met the needs of the public (such as security needs, emotional needs with attribution, etc.) will make a decisive influence on the change of public behavior.
2. There is not a mature and effective method to do research on the discriminating of the savety level of public information. The paper used the method of gray system and clustering analysis to build the quantified method of the measure the savety level of public information which is based on the related theories of public information and public behavior. Results of the study show that:The savety level of public information can be effectively estimating by doing gray clustering analysis on the correlation coefficient of public information branch properties and public behavior.
The research conclusions related to the paper are not only has some theoretical contributions in public works organization and management research but also have important guiding significance to the management of public information of our government and public organizations.
围绕着公共信息对公众信任及行为的影响研究,论文主要进行了如下研究工作：
1、本文首先通过参考多种文献资料分别对公共信息、信任、公众行为等结构变量进行了理论研究,对这些结构变量的分支属性进行了提炼。
2、本文通过对公共信息的信息来源、影响范围、有效时间、加工程度、传播方式等各分支变量的定义以及公共信息对于公众信任、公众心理需求的影响等理论分析的基础上,研究了不同类型的公共信息通过不同的传播渠道对公众行为所造成的影响,建立了公共信息对公众信任及行为的影响的结构方程模型,确定了公共信息通过其各分支属性变量对公众信任的影响以及对公众心理需求的引导从而最终对公众行为产生影响的模型结构。
3、本文通过公众有限理性的行为、公众在受公共信息影响下的行为是考虑获得最大期望收益等假设以及相关变量和参数的定义,建立了公共信息对于公众行为改变程度的模型。
4、本文对各个变量进行了测定和信度与效度的评价,并通过问卷设计与发放获得了相应的研究数据,然后应用结构方程和统计分析方面软件工具,对数据进行了层次回归、分组回归、方差分析等统计处理和结构方程的建模建立分析,从而验证了之前研究假设的合理性,并总结得到了相关的研究结论。
5、通过本文建立的两个模型得到公共信息的各个分支变量属性对于公众行为的影响的相关系数与对公众行为的改变程度,应用应急管理的相关理论,为政府以及公共事业机关在危机公关以及公共信息来源、传播的控制管理等方面提供了有效的决策支持。
本文的创新之处如下：
1、建立了公共信息对公众信任及行为的影响的模型,并通过实证分析得到一些有价值的结论。
以公共信息为切入点,通过对公共信息各个分支变量的提炼,并对它们对于公众信任与公众心理需求的影响进行研究,得到可以量化的建模指标。从而建立量化的模型,将公共信息、公众信任、公众心理需求、公众行为等概念联系起来,对它们的相互关系进行了系统性的研究。
研究的结果表明：公众更为关注的、有效时间更长的那些信息更容易改变公众的心理需求状态,从而影响公众的行为；公众对公共信息的信任与否以及公共信息是否触及了公众的心理需求(如安全的需要、情感与归属的需要等等)对于公众行为的改变是有着决定性的影响作用的。
2、本研究通过实证研究研究了将公共信息的属性与公众行为的相关度应用于公共信息安全程度甄别的方法。
在过去对应公众行为的研究中并没有一种成熟和公认有效的方法来对于公共信息的安全程度进行研究,本文以公共信息、公众行为等方面的理论为基础,应用了灰色系统理论与聚类分析的研究方法,建立了公共信息安全程度的量化评估方法。
研究的结果表明：通过对公共信息分支属性与公众行为的相关系数进行灰色聚类分析可以有效的对公共信息的安全等级进行评估。
本文的相关研究结论,不仅在公共工程组织与管理研究领域,具有一定的理论贡献,而且对于现阶段我国政府与公共组织对于公共信息管理的实践,也具有重要的指导意义。
With the deepening of reform and opening up, China's social development had step into a period of economic and other social structures' comprehensive transformation. Although the great success in reform and opening up had greatly enhanced social productive forces and people's living standards, the period of transformation had met more and more social problems at the same time, special for the problem of the influence of public trust and behavior under public information.
Public information is an important social resource to connect all aspects of social life. It is also a social neural network system to adjust and control the activities of the whole society. Public information has very large influence for the public group behavior. Favorable public information will strengthen positive behavior of the public as the adverse information would strengthen the public's negative behavior. And the influence of public information on the public behavior is based on trust. Government is not only the largest information owners and publishers but also the largest users of information and information technology in the society. So the research of the influence of public trust and public behavior under public information has important theoretical and practical significance.
Thesis do the research work around the influence of public trust and public behavior under public information carried out as follows:
1. The paper did some theoretical research of the structure variables by reference to a variety of literature on public information, trust, and public behavior. The branch properties of these structures variables were refined.
2. The paper did research on the influence of various type of public information on public behavior under various channels based on the definitions of the sources, outreach, effective time, the degree of processing, transmission modes of public information and the assumption of impact of public information on public trust and behavior. Then the paper established the structural equation modeling of the influence of public information on public trust and behavior and defined the model structure of the influence of public information on public trust and behavior by the impact on the public trust and guidance of public psychological needs.
3. The paper establishment the model of the influence of public information on public behavior change degree with the assumption of the limited rational behavior of public, the public the behavior of public information is influenced by considering the maximum expected revenue and the definitions of related variables and parameters.
4. All variables in the paper were measured and the reliability and validity variables were evaluated. The paper had confirmed the assumptions of the study and summarized the obtained relevant research conclusions by applying software tools SPSS15.0 and AMOS5.0 to do the data variance analysis, correlation analysis, hierarchical regression analysis, group regression analysis, structural equation modeling deal with the research data from the questionnaire design and corresponding.
5. The paper provides an effective decision support to the management of public information sources and dissemination for the government and public utility agencies with the two models created by this article which get the various branches of public information variable property for the public behavior of the correlation coefficient changes with the degree of public behavior.
The empirical research conclusions and innovations as follows:
1. The paper got the quantified modeling indicators by using the public information as a starting point and through the extraction of variables of all branches of public information. Then the paper built the quantitative models to do the research on a systematic study of public behavior, public information, public trust, and psychological needs of the public. The research results show that:The information which is more concerned by public and with longer effective time will be more likely to change the psychological state of the public and then influence the public behavior. Public trust and if the public information is met the needs of the public (such as security needs, emotional needs with attribution, etc.) will make a decisive influence on the change of public behavior.
2. There is not a mature and effective method to do research on the discriminating of the savety level of public information. The paper used the method of gray system and clustering analysis to build the quantified method of the measure the savety level of public information which is based on the related theories of public information and public behavior. Results of the study show that:The savety level of public information can be effectively estimating by doing gray clustering analysis on the correlation coefficient of public information branch properties and public behavior.
The research conclusions related to the paper are not only has some theoretical contributions in public works organization and management research but also have important guiding significance to the management of public information of our government and public organizations.
引文
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