基于Kano模型的学术期刊微信公众号服务功能优化研究

Service function optimization of WeChat official accounts of academic journals based on Kano model

【目的】探究用户对学术期刊微信公众号服务功能的需求,为提升用户满意度及优化学术期刊微信公众号服务提供参考。【方法】在网络调研和专家咨询的基础上,提炼出30个学术期刊微信公众号服务功能。采用Kano模型分析、混合类分析及Better-Worse系数分析方法,对学术期刊微信公众号服务功能进行需求属性归类及优先级排序。【结果】在30个服务功能中,6个属于期望型需求,7个属于必备型需求,7个属于魅力型需求,10个属于无差异型需求。【结论】学术期刊微信公众号应根据不同的服务功能需求类型和优先级优化功能设计,并追踪其变化方向,在提升用户满意度的基础上提高学术期刊微信公众号的影响力。

[Purposes] This paper aims to explore the user′s needs of the service function of WeChat official accounts of academic journals, providing references for improving users′ satisfaction and optimizing the WeChat official account service of academic journals. [Methods] Based on the network research and expert consultation, this paper summarized 30 service functions of WeChat official accounts of academic journals. The Kano model analysis, mixed category analysis, and Better-Worse coefficient analysis were used to classify the service function requirements of WeChat official accounts of academic journals and prioritize the requirements. [Findings] Among the 30 service functions, 6 functions belong to expected needs, 7 functions belong to essential needs, 7 functions belong to charming needs, and 10 functions belong to undifferentiated needs. [Conclusions] WeChat official accounts of academic journals should be optimized according to the different types of service function requirements and priorities, track the changing direction, and improve the influence of WeChat official accounts of academic journals on the basis of improving the user′s satisfaction.