| 高校官方微信公众号传播效果影响因素的实证研究——基于启发-系统模型 |
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| 引用本文：唐亚阳，陈三营.高校官方微信公众号传播效果影响因素的实证研究——基于启发-系统模型[J].湖南大学学报社会科学版,2018,(5):155-160 |
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| 中文摘要:高校官方微信公众号是高校宣传形象，与学生联络情感的重要平台，对高校官微传播效果进行影响因素分析，有助于官微运营者改进推送策略，提升传播效果。文章借鉴社会心理学的启发-系统模型，采用内容分析法对7个层次42所高校的1024篇官方微信公众号文章样本进行编码分析。分层回归模型结果显示，大学生主要通过启发模式处理高校官微信息，学校名气、推送时间、文章位置、编排形式等是影响传播效果的关键因素；推送内容对传播效果作用有限，能引起情感共鸣的内容更受欢迎。 |
| 中文关键词:高校 微信公众号 传播效果 影响因素 启发-系统模型 |
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| An Empirical Study on Influential Factors of the Effects of University Official WeChat Public Accounts——Based on Heuristic-Systematic Model |
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| Abstract:University official WeChat public account is an important platform of image promotion and affection connection with students in college. It is conducive to the administrators of the university official WeChat public accounts to improve delivering strategies and promoting effects through analyzing the impact factors. Based on Heuristic-Systematic Model of Social Psychology, content analysis is used to encode samples of 1024 official WeChat public articles in 7 levels and 42 colleges and universities.It reveals that university students process university official WeChat public accounts’ information mainly by heuristic mode. The university fame, issuing time, article rank, layout form, and so forth are essential factors influencing the effects. Content types slightly impact the effects and however, the affective content is more popular. |
| keywords:university WeChat public accounts communication effects influential factors heuristic-systematic model |
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