体育学术期刊微信公众号传播效果的影响因素及驱动机制——基于CSSCI来源期刊(含扩展版)的组态分析

Influencing Factors and Driving Mechanisms of WeChat Official Account Communication Effect of Sports Academic Journals——Configuration Analysis Based on 14 CSSCI Source Journals

为探究体育学术期刊微信公众号传播效果的影响因素,提升体育学术期刊的影响力,以2021-2022年收录的14种体育学CSSCI来源期刊(含扩展版)为案例,结合必要条件分析(NCA)与定性比较分析(QCA)两种研究方法,从组态视角分析各传播要素对体育学术期刊微信公众号传播的影响机理及驱动机制。研究发现:(1)推送内容是产生体育学术期刊微信公众号高质量传播效果的必要因素。(2)3种驱动机制可以产生高质量传播效果,分别是客体驱动型、内容-客体双驱动型、主体-内容双驱动型,且与产生非高质量传播效果的3种驱动机制存在非对称性关系。(3)读者群体具有重要的二次传播作用,而体育期刊主体的学术影响力则对其微信公众号的传播具有一定辅助作用,微信公众号建设的完善程度可以对体育期刊主体的学术影响力产生一定的替代效应。

In order to explore the influencing factors of the communication effect of WeChat official account of sports academic journals and to enhance the influence of sports academic journals,14 CSSCI source journals of sports(including extended edition)included in 2021-2022 are taken as cases,and combined with the two research methods of Necessary Condition Analysis(NCA)and Qualitative Comparative Analysis(QCA)to analyze the effect of each communication element on the communication effect of WeChat official ac-count of sports academic journals and the driving mechanism from the perspective of grouping state.It was found that(1)Push con-tent is a necessary factor to generate high-quality communication effects of WeChat official account of sports academic journals;(2)Three driving mechanisms can produce high-quality communication effects,namely,object-driven,content-object dual-driven,and subject-content dual-driven,and there is an asymmetric relationship with the three driving mechanisms that produce non-high-quality communication effects;(3)The readers'group has an important secondary dissemination role,while the academic influence of the main body of sports journals has a certain auxiliary role in the dissemination of its WeChat official account,and the degree of perfec-tion in the construction of WeChat official account can have a certain substitution effect on the academic influence of the main body of sports journals.