“河南省结核病防治”微信订阅号用户阅读行为分析

An analysis of reading behavior of users from a tuberculosis-topic We Chat subscription account

目的分析"河南省结核病防治"微信订阅号的用户阅读行为,为开展结核病健康教育工作提供科学依据。方法从微信后台导出用户和文章的相关数据,进行描述性分析。结果2019年9月1日-2020年2月29日,该订阅号的关注用户共77728人,其中常读用户2402人(3.09%),关注用户和常读用户均主要来自四线及以下城市和中老年人群;74.31%的阅读用户通过"好友转发"和"朋友圈"的渠道来阅读文章;一次分享能带动8.65次阅读;有73.22%的阅读用户能坚持浏览完文章。结论该微信订阅号用户的分布符合我国结核病患者多分布于农村、老年人的规律;常读用户量尚待进一步提高,需加强在青年人群的推广,并激励更多的骨干粉丝的参与转发。

Objective To analyze the reading behavior of users from the We Chat subscription account of"Tuberculosis Prevention and Control in Henan Province",so as to provide scientific evidence for tuberculosis health education.Methods The user and article data were extracted from We Chat background data system used for description analysis,and Chi-Square test was employed for comparisons of categorical variables.Results As of the end of February 2020,the subscription account had 77728 registered users,of whom 2402 were frequent readers.Most of the frequent readers were middle-aged and elderly people in county and rural areas;74.31%of users read articles through"Friend forwarding"and"circle of friends";One sharing drove 8.65 times of reading;73.22%of users insisted on reading through the article.Conclusion The users distribution of the studied We Chatsubscription account is in line with that majority of TB patients are in rural areas and the elderly in China.In order to increase the proportion of frequent readers,we should strengthen the promotion of young people and encourage more backbone fans to share.