媒体微信公众号传播影响力的主成分优化实证研究

Empirical Study on Dissemination Impact of Media's WeChat Public Number Basing on Principal Components Optimization

[目的/意义]研究媒体微信公众号的传播影响力,为舆情引导和经济决策提供科学依据。[方法/过程]构建基于图文发布、阅读及点赞3个维度上的微信公众号传播影响力评价指标体系,运用主成分分析法,探讨新媒体指数数据平台提供的20个热门微信公众号的传播影响力。[结果/结论]相较于微信传播指数WCI模型,本文的模型评价体系更为完善,基于图文发布、阅读和点赞三个指标的分析,利用方差贡献度确定权重,所得结果更符合实际情况,也更具有科学性和代表性。

[Purpose/significance]The paper is to study the dissemination impact of media＇s WeChat public numbers, to provide scientific basis for public opinion guidance and economic decision-making. [Method/process]The paper constructs an evaluation in- dex system basing on three dimensions of text and graphics issuing, reading and clicking for praise, uses the method of Principal Com- ponent Analysis to discuss the dissemination impact of 20 popular WeChat public numbers which provided by new media index data platform. [Result/conclusion]Comparing to WCI model, the evaluation system of this paper is more perfect. It bases on analysis of the three indexes of text and graphics issuing, reading and clicking for praise, uses the contribution of variance to determine the weight, the results are more scientific, representative and more accordance with the actual situation.