Government social media (GSM) has become an important tool for government departments to open information, guide public opinion and interact with the government and the people. However, the operation and maintenance of some GSM are not standardised, and the content published is inconsistent with identity positioning, resulting in the realistic dilemma of low utility of GSM information. The purpose of this study is to explore the effective strategies to improve the effectiveness of GSM information. The research is from the perspective of information economics, this article uses evolutionary game theory to build a tripartite evolutionary game model comprising GSM operations departments, government regulators and users in order to explore the evolution process of tripartite game behaviours and the influence of subject behaviour selection on information utility. It subsequently conducts a solution and numerical simulation to demonstrate the influence of different factors on the game results. The experimental results show that there are four situations in which the utility of GSM information affects the evolution and stability strategy of the subject and that changes in different parameter values have significant effects on the results of the three-party game. The evolution trend of the subject behaviour can be changed by increasing the regulatory means of rewards and punishments and establishing an efficient operation mechanism for GSM, thus promoting system convergence to the ideal state. The results of this study can provide references and suggestions for government departments to effectively enhance the effectiveness of GSM information and promote the healthy development of GSM.

中文翻译：

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基于多主体博弈模型的政府社交媒体信息效用提升策略研究

政府社交媒体（GSM）已成为政府部门公开信息、引导舆论、政民互动的重要工具。但部分GSM运营维护不规范，发布内容与身份定位不一致，造成GSM信息利用率低的现实困境。本研究的目的是探讨提高GSM信息有效性的有效策略。本文研究从信息经济学的角度出发，运用演化博弈理论，构建了GSM运营部门、政府监管机构和用户三方演化博弈模型，以探讨三方博弈行为的演化过程以及主体行为选择的影响。关于信息效用。随后进行求解和数值模拟，以论证不同因素对博弈结果的影响。实验结果表明，GSM信息的效用影响主体的演化和稳定策略有四种情况，且不同参数值的变化对三方博弈的结果有显着影响。通过增加奖惩的监管手段，建立GSM高效的运行机制，可以改变主体行为的演化趋势，从而促进系统收敛到理想状态。本研究结果可为政府部门有效增强GSM信息化的有效性、促进GSM健康发展提供参考和建议。