Research on Citizen's Willingness, Behavior and Influencing Factors in Digital Rural Governance ——Based on SEM-ANN Model

Digital rural construction is not only the strategic direction of rural revitalization, but also an important content of digital China. Based on the research data from some areas in northern Jiangsu Province, this paper constructs a logical framework to influence citizens' willingness to participate in digital rural governance and governance behavior according to the Theory of Planned Behavior (TPB) and MOA model, and uses a hybrid analysis method that combines structural equation modelling (SEM) and artificial neural networks(ANN) to explore the paths of each variable and analyze the relative importance of each influencing factor. The study shows that behavioral attitude, digital literacy, opportunity and subjective norms all have positive influences on citizens' willingness to participate and governance behavior, with behavioral attitudes having the greatest degree of influence and opportunities having a significant impact on governance behaviour. Therefore, we propose some policy suggestions to vigorously promote the digitization of governance concepts, improve digital literacy in all directions, and optimize the institutional mechanism of digital rural governance.