农业科普期刊微信公众号用户黏性的影响因素及其测量

Influencing factors and their measurement of WeChat user stickiness of agricultural popular science journals

【目的】探求农业科普期刊微信公众号用户黏性的影响因素与测量方法。【方法】以《长江蔬菜》杂志微信公众号为例,从用户的角度分析了农业科普期刊微信公众号用户黏性的影响因素以及主要因素的实际影响效果,并且测量了影响因素。【结果】体验需求、服务需求和推送内容是影响农业科普期刊微信用户黏性的主要因素,信息需求、激励措施和关系成本次之,注册信息、满意水平、时间成本对用户黏性的影响不大。【结论】在微信用户管理中,一定要牢牢抓住推送内容、用户体验和用户服务三个关键要素。以优质的内容吸引人,舒适的体验感动人,便捷的服务留住人。

[ Purposes] This study aims to explore influence factors and their measurement methods of WeChat user stickiness in agricultural popular science journals. [ Methods ] Taking the WeChat official account of Journal of Changjiang Vegetable as an example, the influence factors of the WeChat user stickiness and the actual influence effect of the main factors were analyzed from the perspective of users. The influence factors were also measured. [ Findings ] Experiential demand, service demand and push content are the major influence factors of the WeChat user stickiness in agricultural popular science journals. Information demand, incentive measure and relationship cost are minor factors. And registration information, satisfaction and time cost have much less effect on user stickiness. [ Conclusions] In the WeChat user management, we must firmly grasp three key elements which are push content, user experience and customer service. We should attract users by high-quality content, touch users by comfortable experience, keep users by convenient service.