高校图书馆微信公众号阅读推广的关键影响因素识别研究

Identification of Key Factors Affecting We Chat Public Reading Promotion in University Libraries

【目的/意义】为识别高校图书馆应用微信公众号阅读推广的关键影响因素,提升微信公众号阅读推广效果。【方法/过程】首先采用定性分析方法元人种志对原始研究进行综合集成形成影响因素集,然后通过DEMATEL方法分析因素之间的相互作用,识别关键影响因素。最后,依据研究结论提出相关的优化对策和建议。【结果/结论】研究发现:推广主体维度的形象与权威性、馆员素养与能力、推广支持、服务意识;用户维度的用户需求与期望、关注用户数量、用户活跃度;微信媒介平台的即时交互、功能设计;推广设计维度的推广营销策略、媒介推广宣传、先进技术应用为关键影响因素。

【Purpose/significance】To explore and identify the key factors affecting the use of WeChat official account reading promotion in university libraries, so as to enhance the reading promotion effect of WeChat official account.【Method/process】This paper first uses a qualitative analysis of meta-ethnography to synthesize the original research to form the collection of influencing factors. And then the DEMATEL method is used to analyze the interaction among the factors and identify the key influencing factors. Finally, the paper puts forward relevant optimization countermeasures and suggestions based on the research conclusion.【Result/conclusion】The study found the following key influencing factors: image and authority,librarian quality and ability, promotion support, and service awareness in the dimension of the promotion subject;user demands and expectations, the number of followers and activity of users in the user dimension;instant interaction and functional design of WeChat media platform;markeing strategy,media promotion,and application of advanced technology in the design dimension of promotion.