新媒体语境下科技期刊传播效果影响因素分析

Analysis of factors affecting communication effect of scientific journals in the context of new media

【目的】了解新媒体崛起后新媒体化科技期刊传播效果影响因素的影响方向和影响强度。【方法】采用问卷调查法,针对高校教师、科技期刊从业者、大学生等用户对科技期刊的品牌形象、学术水平、新媒体传播度、新媒体性能4个维度的20个因子进行调查,利用SPSS 22.0软件对数据进行分析。【结果】品牌形象、学术水平、新媒体传播度、新媒体性能对科技期刊传播效果具有正向影响。这4个维度对科技期刊传播效果的影响强度依次为学术水平、新媒体传播度、品牌形象、新媒体性能。【结论】科技期刊要保持良好的传播效果,必须不断提升期刊的学术水平,同时也要加快新媒体化步伐。

[Purposes]This paper aims to understand the influence direction and influence intensity of the factors affecting the communication effect of new media science journals after the rise of new media.[Methods]The questionnaire survey method was used to investigate the twenty factors of the four dimensions of the scientific journals such as brand image,academic level,new media communication degree,and new media performance for college teachers,scientific journal practitioners,and university students. The SPSS 22. 0 software was used to analyze the data.[Findings] Brand image,academic level,new media communication degree,and new media performance all have a positive impact on the publicity of scientific journals. The impact of the four dimensions on the effectiveness of scientific journals is academic level,new media communication,brand image,and new media performance in sequence.[Conclusions] In order to maintain the good communication results,scientific journals must continuously improve their academic level,and at the same time accelerate the pace of new media.