政策营销、政策获取意愿与政策有效性评价的关系研究--基于政策知晓度的中介效应检验

良好的政策互动对于提升政策有效性具有重要意义。本研究从政策主体与政策受众的双向视角出发,以人才政策为例,选取杭州市信息经济、高端装备制造和生物医药三大重点产业的企业人才作为研究样本,运用问卷调查实证研究方法和Bootstrap中介效应检验方法,检验基于政策知晓度中介作用的政府政策营销和个体政策获取意愿对政策有效性评价的影响。研究表明,政策营销、政策获取意愿与政策知晓度和政策有效性评价均呈正相关关系,同时,激励评价政策的知晓度在其中起到部分中介作用,效应量分别为19%和13%。该研究细腻地刻画了政策知晓度作用于政策有效性评价的前端机制,强调了关注政策受众心理体验的重要性,为政策营销工具的实践运用提供了理论依据。

Research on the Relationship between Policy Marketing,Individual Willingness to Acquire Policy and Evaluation of Policy Effectiveness--Mediating Effect Based on Policy Awareness

Good policy interaction is important to improve the effectiveness of the policy. From the two-way perspective of policy subjects and policy objects,this study takes talent policy as an example and selects the talents of three major industries in Hangzhou(information economy industry,high-end equipment manufacturing industry,bio-pharmaceutical industry) as research samples,using questionnaire method and Bootstrap Mediating effect to test the impact of policy marketing and individual willingness to acquire policy on the evaluation of policy effectiveness based on the mediation of policy awareness. Our research found that policy marketing,individual willingness to acquire policy are positively correlated with policy awareness and evaluation of policy effectiveness. Simultaneously,the incentive and evaluation policy awareness play a part in mediating effect,the effect volume is 19% and 13% respectively. This study portrays the front-end mechanism of policy awareness on evaluation of policy effectiveness,emphasizes the importance of paying attention to the psychological experience of policy target group,and provides a theoretical basis for the practical application of policy marketing.