| 吴锦辉.高校图书馆微信公众号推文阅读完成率影响因素研究[J].数字图书馆论坛,2025,21(6):44~52 |
| 高校图书馆微信公众号推文阅读完成率影响因素研究 |
| Influencing Factors of Reading Completion Rate of Posts in University Library WeChat Official Accounts |
| 投稿时间：2025-02-19 |
| DOI：10.3772/j.issn.1673-2286.2025.06.005 |
| 中文关键词: 高校图书馆；微信公众号；传播效果；阅读完成率 |
| 英文关键词: University Library; WeChat Official Account; Dissemination Effect; Reading Completion Rate |
| 基金项目:本研究得到福建省高校图工委基金项目“高校图书馆微信公众平台评价体系研究”（编号：FJTGW202208）资助。 |
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| 中文摘要: |
| 阅读完成率是衡量微信公众号推文传播效果的重要指标，深入分析阅读完成率及其影响因素，有助于高校图书馆更准确地把握目标读者阅读偏好、明确推文创作重心、优化推文发布策略、提升工作效率和信息传播效果。选取特定高校图书馆微信公众号5年推文数据，采用启发-系统式模型框架和分层回归分析方法，研究高校图书馆微信公众号推文阅读完成率情况及其影响因素。结果显示：推文主题类型、内容呈现方式等系统式因素对阅读完成率起主导作用，标题特征、发布策略等启发式因素同样对阅读完成率产生了显著影响；对于不同主题的推文，阅读完成率的主要影响因素具有明显区别，但在多数主题中，文字和图片数量产生了显著负向影响。根据研究结果，提出了具有针对性的推文创作和发布的优化建议。 |
| 英文摘要: |
| The reading completion rate serves as a critical metric for assessing the dissemination impact of posts on WeChat official accounts. Through comprehensive analysis of this rate and its determinants, university libraries can better understand the reading preferences of their target readers, refine their content creation focus, optimize their post publishing strategies, and subsequently enhance both work efficiency and the efficacy of information dissemination.This study collects all posts from a specific university library’s WeChat official account over a five-year period, using the heuristic-systematic model framework and hierarchical regression analysis to examine the distribution and influencing factors of reading completion rates for posts with varying themes. The results show that systematic factors such as post theme and presentation form significantly influence the reading completion rate, while heuristic factors like title characteristics and publishing strategies also play a significant role. For posts with different themes, the main influencing factors vary significantly. However, in most themes, the number of words and pictures in the post has a significant negative impact. Based on the research results, targeted optimization suggestions for post creation and posting are proposed. |
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