微信公众号信息传播影响因素分析-《集美大学学报》（哲社版）

文章信息/Info

Title:: Analysis of the Factors for Information Transmission of WeChat Public Accounts

Author(s):: JI Hui-sheng; CAI Dong-ni; (Xiamen University of Technology, School of Economics and Management, Xiamen 361024, China)

Keywords:: WeChat public accounts; information transmission; correlation analysis; regression analysis; reading rate; forwarding rate

摘要:: 随着微信的迅猛发展，如何提高信息的阅读率和转发率是微信公众号发挥其媒体特性以及维持与订阅者关系所要面临的首要问题。通过文献研究和问卷调查的方式，提出了影响微信公众号信息传播效果的五个因素，分别是推送标题、推送内容、推送时机、数据化分析、二次转发者。并运用SPSS统计方法对影响因素与信息的阅读率和转发率进行相关性分析以及回归分析，根据结果分析，提出提高微信公众号信息传播效果的对策和建议。

Abstract:: With the rapid development of WeChat, how to increase reading rate and forwarding rate becomes a primary challenge for WeChat official accounts to play its media role and keep relationships with subscribers. This paper, through literature research and questionnaire survey, proposes five factors for information transmission of WeChat public account, including title push, content push, time push, data analysis and secondly forward, and uses SPSS statistical method to analyze the relevance and regression of these factors, reading rate and forwarding rate. According to the results, suggestions are put forward to improve the communication effect of WeChat’s public information.