疾控机构微信公众号与用户互动影响因素研究

Research on influencing factors of interaction between WeChat official account of CDC institutions and users

目的分析广州市疾病预防控制中心微信公众号发布推文的情况,探讨影响信息传播效果的因素,提高健康信息传播的有效性。方法收集2016年11月25日—2019年10月14日"广州疾控i健康"微信公众号发布的推文,对基本信息进行描述性分析,采用多因素Logistic回归分析,探讨推文相关因素对粉丝参与度的影响。结果公众号关注人数为221 007人。349个帖子的页面浏览、分享、点赞、收藏和评论的数量分别为1 475 849次、169 342次、21 946个、11 073次和2 798条。Logistic回归分析结果显示,传染病类推文(AOR=3.52,P<0.05)等与页面浏览量呈正相关,营养和食源性疾病类推文(AOR=3.93,P<0.05)等与转载次数呈正相关,慢性病类推文(AOR=5.51,P<0.05)等与点赞量呈正相关,慢性疾病类推文(AOR=4.73,P<0.05)等与收藏量呈正相关,原创推文(AOR=6.82,P<0.05)等与评论数呈正相关。结论公众号内容是影响广州市疾控微信公众号影响力的重要因素,应关注健康提示和科普文章的推广,加强与公众的互动。

Objective To analyze the situation of WeChat official account published by Guangzhou CDC, and to discuss the factors influencing the effect of information dissemination, so as to improve the effectiveness of health information dissemination. Methods The data were collected from the posts of WeChat official account "GZCDC i HEALTH" from 25 November, 2016 to 14 October, 2019, descriptive analysis was conducted for the basic information, multivariate logistic regression analysis was used to discuss the influence of the posts related factors on fans’ participation. Results A total of 221007 people followed WeChat official account. The number of browsing, sharing, liking, collecting and commenting of 349 posts was 1475849, 169342, 21946, 11073 and 2798, respectively. Logistic regression analysis showed that the posts about infectious diseases(AOR=3.52, P<0.05) and so on were positively correlated with page views, the posts about nutrition and foodborne diseases(AOR=3.93, P<0.05) and so on were positively correlated with shares, the posts about chronic diseases(AOR=5.51, P<0.05) and so on were positively correlated with likes, the posts about chronic diseases(AOR=4.73, P<0.05) and so on were positively correlated with collections, original posts(AOR=6.82, P<0.05) and so on were positively correlated with comments. Conclusion The contents is the most important factor affecting the influence of WeChat official account of Guangzhou CDC, it is necessary to pay attention to the promotion of health tips and popular science articles, and to strengthen the interaction with the public.