微信公众号信息传播热度的影响因素实证研究

A Study on Influential Factors of Wechat Public Accounts Information Transmission Hotness

[目的/意义]以微信为研究对象,分析了微信公众号信息传播热度的影响因素,对微信营销、网络监管等实际问题的解决具有参考价值。[方法/过程]分析用户在线社群网络中信息传播行为特征,构建出微信信息传播网络结构,并在此基础上依托微信公众号对影响其信息传播的部分要素进行实证研究。[结果/结论]结果表明:微信公众号文章热度与其主题、推送时间、标题特征有一定相关性,与推送频率相关性较低,其热度增长模式主要是激增方式。

[ Purpose/Significance ] In this paper, research is conducted on WeChat for analyzing the influencing factors of WeChat public accounts＇ information dissemination, which could be good references for WeChat marketing and network supervision. [ Method/Process] Based on analyzing users＇ information dissemination behavior in online social networks and building the WeChat information dissemination network structure diagram, an empirical study on some influencing factors of Wechat Public Accounts＇ information dissemination is conducted. [ Result/Condusion ] The analytical results show that, the popularity of articles in WeChat public accounts is related to the article title, time of pushing and feature of article title to some extent, but is weakly related to the frequency of pushing, and the articles gain their popularity through surge-increase.