健康科普类微信公众平台文章发布情况与传播策略研究  

Research on the Publication of Articles and Communication Strategies of WeChat Public Platform of Health Science

作　　者：支倩[1] 秦玉花[1] 蒙怡[1] Zhi Qian;Qin Yuhua;Meng Yi(Shapingba District Center for Disease Control and Prevention,Chongqing 400000,China)

机构地区：[1]重庆市沙坪坝区疾病预防控制中心,重庆400000

出　　处：《健康教育与健康促进》2020年第5期518-519,543,共3页Health Education and Health Promotion

基　　金：重庆市沙坪坝区2019年决策咨询与管理创新项目(JCD201923)。

摘　　要：目的对健康科普类微信公众平台文章的发布情况与传播策略进行研究。方法收集2019年“健康沙区”和公共卫生排名前10的微信公众号,对其推送信息展开内容分析,分析阅读量和点赞数的影响因素,对比“健康沙区”与公共卫生排名前十的微信公众平台效果。结果2019年从1—12月,“健康沙区”总共发布1,115篇文章,阅读量为425,690次。公众号每篇文章的平均阅读量为382次。1年文章总的点赞量为2,737个;平均每篇文章的点赞量为0.27个。原创文章平均阅读量是非原创的4.27倍;原创文章平均点赞量是非原创的7.2倍。头条位置文章365篇,占比为32.7%,总阅读量是非头条的3.90倍,总点赞数是非头条的7.06倍。健康科普类文章平均阅读量是非健康科普类的1.49倍;平均点赞数是非健康科普类的1.32倍。头条文章和原创文章是点赞数的影响因素,而文章类型无统计学意义。“健康沙区”公众号使用用户对于疾病控制、心理调节控制、疾病知识及健康知识的掌握情况明显低于公共卫生排名前十的微信公众号的用户(P<0.05)。结论“健康沙区”微信公众号发布的头条文章和原创文章是点赞数的影响因素,建议微信公众号需要加强科普类文章的质量,增加文章的科学性、实用性及读者的接受度,获得更好的健康传播效果。Objective To study the publication and communication strategy of articles on WeChat public platform of health science.Methods The WeChat of“Healthy Shaqu”and the top ten WeChat Public were collected in 2019.The push information and influencing factors of reading volume and thumb up number were analyzed.Results A total of 1,115 articles were published in“Healthy Shaqu”from January to December,2019.A total of 425,690 readings were obtained.The average number of reads per article was 382.The total number of thumb up articles in a year was 2,737.The average amount of thumb up per article was 0.27.The average reading volume of original articles was 4.27 times that of non-original articles.The average number of original articles thumb up was 7.2 times that of non-original articles.There were 365 headline stories(32.7%).The total amount of reading was 3.9 times that of non-headlines.The total number of thumb up was 7.06 times that of non-headline.The average reading amount of health science articles was 1.49 times that of non-health science articles.The average number of thumb up was 1.32 times that of non-healthy subjects.Headline and original articles were the influential factors for thumb up Numbers,while article types were not statistically significant.The cognitive levels of users of“Healthy Shsqu”about knowledge of disease control,psychological adjustment,disease knowledge,and health knowledge were significantly lower than those of the users of the top ten WeChat Public Account of public health(P<0.05).Conclusion The headline articles and original articles published by WeChat Public Account of“Healthy Shaqu”are the influencing factors of the number of thumb up.It is suggested that WeChat public account should strengthen the quality of scientific articles,increase the scientific nature,practicability and readers’acceptance of articles,and obtain better health communication effect.

关 键 词：微信公众号 健康科普 点赞量 阅读量 

分 类 号：R193[医药卫生—卫生事业管理]