信息生态视角下微信公众号生态性评价指标及实证研究

Ecological Evaluation Index and Empirical Study of WeChat Official Accounts Based on Information Ecology

【目的/意义】4G网络时代的到来和微信的普及使用使得微信公众号成为一种重要的信息传播媒介。微信公众号生态性评价有助于更好地推进微信公众号了解自身在建设中存在的不足,从而更好地推进微信公众号的建设。【方法/过程】本研究从"信息人、信息、信息技术和信息环境"和谐发展的信息生态视角出发,运用文献分析、层次分析和模糊综合评价法构建微信公众号生态性评价指标。【结果/结论】通过对国内企业、政府和高校3个典型行业15个具有代表性的微信公众号进行实证分析,证明所构建的评价指标具有一定的可操作性和实际应用价值。研究在理论层面为微信公众号影响力评价提供了新的研究视角,在实践层面能够更好地指导微信公众号运营商提升平台对外影响。

【Purpose/significance】With the arrival of 4G network era and the popularity of WeChat,the WeChat public accounts have been taken as a medium of information dissemination.The ecological evaluation of WeChat public accounts helps to better promote the operation and construction of WeChat public accounts.【Method/process】Using the methods of literature analysis,AHP and Fuzzy comprehensive evaluation,This study constructs the ecological evaluation index of WeChat public accounts from the perspective of information ecology starting from the harmonious development of"information people,information,information technology and information environment".【Result/conclusion】Through the empirical analysis of 15 representative WeChat official accounts in 3 different industries,it is proved that the constructed evaluation index has certain operability and practical application value.The research provides a new perspective for the evaluation of WeChat official accounts influence on the theoretical level.On the practical level,it can better guide the WeChat public accounts operators to enhance the external impact of the platform.