摘要：

【目的】构建学术期刊微信公众号订阅用户互动行为模型，深刻分析学术期刊微信公众号订阅用户互动行为的影响因素，为学术期刊微信公众号的运营与传播提供有效策略。【方法】 基于扎根理论的质性研究方法，通过半结构化访谈，挖掘学术期刊微信公众号订阅用户互动行为的行为机制与内在特征，构建学术期刊微信公众号订阅用户互动行为模型。【结果】 学术期刊微信公众号的平台因素与内容因素影响着订阅用户的互动在场，知识因素与技术因素构筑起订阅用户的互动界限，议题设置与圈层环境引导着订阅用户的互动焦点，自我效能、自我呈现及学术社交激发着订阅用户的互动共鸣。【结论】 学术期刊微信公众号运营者应优化互动场景，以平台与内容形式完善吸引用户入场；降低互动壁垒，以跨学科与社会热点议题拓展受众面；强化互动焦点，以知名学者引领深度学术互动；拓展互动渠道，以积极反馈激发用户互动欲望。

Abstract:

[Purposes] This study aims to construct an interaction behavior model for WeChat subscribers of academic journals. It also analyzes the influencing factors of academic journal WeChat subscribers' interaction behavior and provides effective strategies for the operation and communication of academic journal WeChat official accounts. [Methods] Based on the qualitative research method of grounded theory, we conducted semi-structured interviews. We explored the behavioral mechanisms and inherent characteristics of the interaction behaviors of academic journal WeChat subscribers. Furthermore, we constructed an interactive behavior model for WeChat subscribers of academic journals. [Findings] The platform and content factors of academic journal WeChat official accounts affect the interactive presence of subscribers. Additionally, knowledge and technology factors establish the interaction boundaries of subscribers. Topic setting and circle environment guide the interactive focus of subscribers. Self-efficacy, self-presentation, and academic social interaction stimulate the interactive resonance of subscribers. [Conclusions] The operators of academic journal WeChat official accounts should optimize the interactive scenarios. They should improve the platform and content forms to attract users. Operators should also reduce barriers to interaction and expand the audience base by addressing interdisciplinary and social hot topics. Strengthening the focus of interaction by leading the depth of academic interaction with well-known scholars is essential. Lastly, expanding interactive channels will stimulate users' desire for interaction through positive feedback.

中图分类号: 

• 学术期刊

• 微信公众号

• 互动行为

• Academic journal

• WeChat official account

• Interactive behavior