Abstract:

[Purposes] This paper analyzes the significance of WeChat dissemination of academic journals and identifies the differences of influence factors at each level in order to explain how to operate an academic journal WeChat platform. [Methods] The description analysis, variance analysis, multiple linear regression analysis are used based on a large number of samples to identify the influence factors of WeChat dissemination of academic journals. [Findings] The WeChat content publication time,sequence and type all have significant impacts on communication effect,and there are significant differences between influence factors at each level. Publication in the evening has the most significant impacton the communication effect;the more backward the publishing sequence is,the worse the communication effect is. The original content in the new form of media editing is disseminated with the best effect, followed by the reprint contents. [Conclusions] The WeChat platform operation should pay attention to its publication time,sequence and type when releasing contents.

Key words: Academic journals, WeChat, Dissemination effect

摘要：

【目的】对学术期刊微信传播效果影响因素的显著性进行分析并找出影响因素内各水平对微信传播的差异性,以期指导学术期刊微信平台良性运作。【方法】采用描述分析、方差分析、多元线性回归分析对学术期刊微信传播效果影响因素进行大样本定量分析。【结果】微信内容的发布时间、发布次序、发布类型均对传播效果有显著影响,且影响因素内各水平存在显著差异。发布时间上夜晚发布对传播效果的影响最显著;发布位置越靠后传播效果越差;新媒体编辑形式发布的原创内容传播效果最好,其次是转载内容。【结论】学术期刊微信公众平台在发布内容时应关注发布时机、发布位置及文章发布类型。

关键词: 学术期刊, 微信, 传播效果