传统媒体公众号口碑对受众关注行为的影响机理——对广西16所高校大学生的实证研究  

Influence Mechanism of Public Praise of WeChat Public Accounts of Traditional Media on Audience’s Attention Behavior:A Case Study Based on Students from 16 Universities in Guangxi

作　　者：陈赛花 CHEN Saihua(School of Media,Lijiang College,Guangxi Normal University,Guilin,Guangxi 541006,China)

机构地区：[1]广西师范大学漓江学院传媒学院,广西桂林541006

出　　处：《成都师范学院学报》2020年第10期58-65,共8页Journal of Chengdu Normal University

基　　金：广西高等学校人文社会科学研究项目“基于报业视角的广西北部湾经济区区域媒体构建研究”(SK13LX059)。

摘　　要：掌握新媒体的传播规律是传统媒体争夺微信平台能获取竞争优势的基本前提。基于“知信行”模型与关系型虚拟社区理论,构建传统媒体公众号口碑对受众关注行为影响的机理模型,以广西16所高校的大学生为研究对象,从推送者专业性、关系密切度、直观视觉元素及口碑效价等为维度,分析传统媒体公众号口碑影响公众关注行为的内在逻辑。结果表明在信任度的作用下,以上各维度均对受众关注度有显著影响。Mastering the law of the dissemination of new media is the basic premise for traditional media to compete for the advantage of WeChat platform.Based on the Knowledge and Trust model and the relational virtual community theory,the mechanism model of the influence of the public praise of WeChat public accounts of traditional media on the audience’s attention behavior is constructed.By taking students from 16 universities in Guangxi as the research object,the internal logic of the public praise of WeChat public accounts of traditional media on the audience’s attention behavior is analyzed from the dimensions of the pusher’s professionalism,the closeness of relationship,intuitive visual elements and public praise effects.The results show that under the effect of trust,the above dimensions have a significant influence on the audience’s attention.

关 键 词：传统媒体 公众号 关注行为 口碑影响力 影响机理 大学生 

分 类 号：G206.2[文化科学—传播学] F713.55[经济管理—市场营销]