微信用户健康养生信息的传播行为分析

An Analysis of User Communication Behavior Concerning Health Information on Wechat

通过调查和访谈的方法,对微信用户健康养生信息的传播行为进行分析发现:微信用户的转发行为是促成健康养生信息兴起的重要因素;微信用户更加倚重微信渠道来获取健康养生信息;朋友圈是获取这方面信息的主要渠道;大多数用户对收到的健康养生信息有过转发行为,但影响转发行为的因素有很多,比如朋友圈的构成、朋友圈中朋友的信息阅读偏好、家庭角色、个人公开发布信息的习惯等。

Based on investigation and interviews with Wechat users about their communication behavior concerning health information,this article draws the following conclusions: the users' forwarding behavior is an important factor contributing to the rise of health information; Wechat users rely more heavily on Wechat to get health information,especially on their friend circle; most users intend to forward some health information,but the factors impacting ontheir forwarding behavior are many,such as the number of friends on Wechat,their information reading habits,the role of their family,and theirindividual information sharing habits on Wechat.