政务抖音号公众参与度与互动性影响因素研究

Study on Influencing Factors of Public Participation and Interactivity of Government Douyin Accounts

摘要: 政务新媒体作为数字政府建设的前沿领域，其互动效能已成为衡量政府与公众关系的重要指标。本研究基于信息生态系统理论，构建了“信息主体–信息内容–信息技术”三维分析框架，旨在系统探究政务抖音号公众参与度与互动性的关键影响因素。通过对390份有效问卷进行卡方检验与列联表分析，实证检验了用户浏览时段与视频时长偏好、互动功能使用与参与意愿等多组变量间的显著关联，验证了“三维匹配”模型的有效性。本研究创新性地整合了多要素的动态互动关系，量化了用户动机与平台技术的协同作用，为优化政务抖音号运营、提升传播效能提供了系统的理论依据与可操作的实践路径。

Abstract: As a frontier in digital government development, the interactive efficiency of government new media has become a key indicator for measuring government-public relations. Based on the Information Ecosystem Theory, this study develops a three-dimensional analytical framework of “Information Subject-Information Content-Information Technology” to explore the key factors influencing public participation and interactivity of government Douyin accounts. Through chi-square tests and contingency table analysis of 390 valid questionnaires, it empirically verifies significant correlations between variables (e.g., users’ browsing time & video duration preference, use of interactive functions & participation willingness) and validates the effectiveness of the “three-dimensional matching” model. Innovatively, this study integrates the dynamic interactions of multiple elements and quantifies the synergy between user motivation and platform technology, providing a systematic theoretical basis and actionable practical paths for optimizing government Douyin account operation and enhancing communication efficiency.