| 微信公众号信息质量与用户互动行为关系研究 |
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| 引用本文： | 宋维翔,贾佳.微信公众号信息质量与用户互动行为关系研究[J].现代情报,2019,39(1):78-85. |
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| 作者姓名： | 宋维翔 贾佳 |
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| 作者单位： | 1. 北京大学信息管理系, 北京 100871;2. 中国科学技术信息研究所, 北京 100038 |
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| 摘 要： | 目的/意义]微信已经成为国内网民获取信息、分享信息、娱乐消费、社会交往的主要渠道,众多企业和个人借助微信公众号开展微信营销、品牌塑造、产品推广销售等活动,用户行为在微信信息质量等因素的影响下呈现多样化特点。方法/过程]论文以微信公众号信息质量和用户行为作为研究对象,对相关研究进行回顾,并通过获取微信公众号用户行为数据,采用深度访谈及结构方程模型等方法,提出信息质量对用户互动行为影响的理论假设并进行验证。结果/结论]发现信息质量指标中权威性、原创性、丰富性、适量性、时效性、适用性、趣味性、经济性对用户互动行为具有显著的正向影响,微信公众号的信息质量是决定用户互动行为的主要因素。启示/发现]本文将微信公众号后台的用户行为数据分析纳入研究范围,探究行为背后信息质量的差异性及原因所在,为社交媒体信息质量与用户行为研究提供了新的研究视角;研究提高微信公众号信息质量的策略方法,对利益相关方均有较强的参考价值和实践意义。
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| 关 键 词： | 微信公众号 信息质量 评价指标体系 用户互动行为 |
Research on the Relationship Between Wechat Official Account Information Quality and User Interaction Behavior |
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| Authors: | Song Weixiang Jia Jia |
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| Institution: | 1. Department of Information Management, Peking University, Beijing 100871, China;2. Institute of Scientific and Technical Information of China, Beijing 100038, China |
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| Abstract: | Purpose/Significance] Wechat has become the main channel for daily information acquisition,sharing,entertainment and social intercourse.Many individual and enterprises start to perform customer service marketing,brand building and maintenance,product promotion etc via Wechat official account.Meanwhile,user interaction behavior with Wechat official account shows diversely affected by information quality.Method/Process] Based on literature research of user behavior study,Wechat official account and information quality,this paper established Wechat official account information quality evaluation index and probed into the influence mechanism of Wechat official account information quality on user behavior through qualitative and quantitative analysis.Result/conclusion] As for the influence of information quality on user behavior,the hypothesis was based on the analysis of Wechat official account user behavior data.First of all,data was standardized to get index of interaction,then hypothesis was testified.We could find that the indicator of authority,originality,effectiveness,interesting,efficiency etc have a significant positive impact on user interaction behavior.Revelation/Discovery] This paper brought the analysis of user behavior data in the background of Wechat official account into the research scope,explored the differences and reasons of information quality behind behavior,provided a new research perspective for the research of social media information quality and user behavior,and studied the strategies and methods to improve the information quality of Wechat official account,which were available to all stakeholders. |
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| Keywords: | Wechat official account information quality evaluation index user interaction behavior |
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