Abstract: The pluralistic governance in Internet information service industry requires government to actively guide socially relevant subjects to participate in the governance process. If the government do not understand the role of associations and the public in the governance process, it is easy to pursue the high participation level of both unilaterally, which makes it difficult to achieve the maximum utility of the multi-governance mode. In this paper, we use game theory to analyze the evolution of the behavioral strategies of government and Internet information service enterprises in the governance process by considering four influencing parameters:the association participation degree, the association rights space, the public participation degree, and the public reporting fairness. The study shows that improving the association rights space and the public reporting fairness can contribute the role of the multi-governance mode; when there is distortion in public reporting, the size of the government's own regulatory capacity determines the impact of public participation on the effectiveness of governance.

Key words: Internet information service industry, multiple governance, mechanism, evolutionary game