基于高校教师微信公众号阅读行为的学术期刊微信平台运营思考

Reflections on the Reading Behavior of University Teachers' WeChat Public Accounts on the WeChat Platform of Academic Journals

在社交媒体传播环境下,了解高校教师微信公众号学术文章阅读行为,能够提升学术期刊跨媒体融合发展水平。本文通过问卷调查研究方法,对全国高校教师学术类微信公众号阅读行为进行调查。研究发现,微信成为目标受众学术内容阅读的重要途径,高校教师微信使用活跃度高,以提升科研工作为主要阅读目的,对微信学术类文章阅读后满意度高。学术期刊应继续加强与微信的融合,从受众需求视角确定微信公众号文章内容,提升微信公众号阅读率和转发率,积极拓展学术期刊新的出版形式。

In the context of social media communication,having a better understanding of the college teachers’academic article reading behavior in Wechat official accounts can help improve the integration development level of academic journals and cross-media.Adopting the research method of questionnaire,the author conducts a survey on the reading behavior of academic Wechat official accounts among college teachers nationwide.This research discovers that Wechat has become one of the most important channels in providing academic reading materials for the target audience,and college teachers who aim at improving scientific research keep alive in Wechat usage and maintain high reading satisfaction of the academic articles in Wechat official accounts.Academic journals should continue to strengthen the integration with Wechat,decide on the contents of the articles in Wechat official accounts from the perspective of audience demand,promote the reading and reposting rates of Wechat official accounts,and actively explore new publication forms of academic journals.