정책홍보는 어떻게 정부신뢰를 구축하는가: 정책만족의 매개효과를 중심으로

The objective of this study is to elucidate the mutual influence among three concepts: government public relation, policy satisfaction, and government trust. Specifically, it focuses on examining whether government public relation mediates the relationship between policy satisfaction and government trust. To achieve the research qeustion, government trust is set as the dependent variable, government public relation as the independent variable, and policy satisfaction as the mediating variable. Control variables include policy understanding, perception of public ethics, and demographic characteristics. Survey data collected from 1,000 general citizens in South Korea were utilized, and regression analysis based on Baron & Kenny's mediation model was conducted. The analysis results confirm that government public relation significantly enhances government trust by fully mediating policy satisfaction. Therefore, when public relation is carried out by the government, it first increases policy satisfaction, followed by an increase in government trust. This study is significant for attempting empirical analysis through an integrated model of the mediating effects among public relations, policy satisfaction, and government trust. Additionally, it suggests policy implications by confirming that government public relation can be presented as a key core strategy to enhance government along with policy satisfaction.