医院微信公众号推文传播效果的影响因素

Factors affecting the dissemination of tweets on hospital WeChat public accounts

目的:分析医院微信公众号推文传播效果的影响因素。方法:通过Gsdata平台与爬虫工具收集武汉市三甲医院2018年4月-9月微信公众号推文信息,利用SPSS和Tableau软件结合ELM模型(elaboration likelihood model)对获取的数据进行分析,得出影响医院微信推文传播的因素。结果:通过上述方法共获取1285条有效数据,将数据进行处理后进行回归分析发现模型整体回归有效(F=515.987,P<0.0001)。结论:标题中的感情色彩,以及推文的位置、娱乐性、原创性、类型均会对医院微信公众号信息传播产生一定影响,用户更容易被边缘路径而非中心路径影响。

Objective To analyze the factors affecting the dissemination of tweets on hospital WeChat public accounts. Methods The tweets on WeChat public accounts of Wuhan tertiary class A hospitals from April 2018 to September 2018 were recorded through the Gsdata platform with the crawler tools and analyzed using the SPSS and Tableau software based on the elaboration likelihood model( ELM). Results A total of 1285 tweets were detected and processed. Logistic regression analysis showed that the overall regression of ELM was valid( F = 515.987,P<0.0001).Conclusion The emotional color in titles of tweets and the location,entertainment,originality of tweets can affect the dissemination of tweets on hospital WeChat public accounts. The users are more easily affected by the peripheral approach rather than by the central approach.