政务微博沟通效果评估及其影响因素的实证研究  

An Empirical Study on the Evaluation of Communication Effect of Government Microblog and Its Influencing Factors

作　　者：刘政委 张新星[2] 徐聪宝 杜鹃 张伟峰 LIU Zhengwei;ZHANG Xinxing;XU Congbao;DU Juan;ZHANG Weifeng

机构地区：[1]宝鸡文理学院地理与环境学院,陕西宝鸡721013 [2]西安交通大学管理学院,陕西西安710049 [3]宝鸡文理学院经济管理学院,陕西宝鸡721013

出　　处：《图书情报导刊》2022年第2期66-73,共8页Journal of Library and Information Science

基　　金：国家社会科学基金项目“社会网络视阈下政务微博受众影响力评估及舆情引导能力提升研究”(项目编号:15XGL021)。

摘　　要：现有政务微博的研究和政务微博单向灌输式信息发布的传播方式一定程度上忽视了沟通效果,构建政务微博沟通效果的评估模型并探究其影响因素,为沟通效果、舆情引导和数字化社会治理能力的提升提供着力点参考。基于新浪政务微博运营数据,通过均方差决策法构建了沟通效果评估模型,运用GIS技术和SPSS软件验证了模型可行性,实证了沟通效果的空间差异,并分析了其“资源—环境”视角下的影响因素。结果显示,模型评估的沟通效果呈现显著的城市和地区间差异。资源因素中,原创性是主要影响因素,粉丝量和发博量是重要影响因素;环境因素中,人口规模是主要影响因素,财政支持和教育水平是重要影响因素。The existing research on government microblog and the communication mode of one-way indoctrination in⁃formation release of government microblog ignore the communication effect to a certain extent.Build an evaluation model for the communication effect of government microblog and explore its influencing factors,so as to provide focus reference for the improvement of communication effect,public opinion guidance and digital social governance ability.Based on the operation data of Sina Government Microblog,this paper constructs the communication effect evaluation model by means of mean variance decision-making method,uses GIS technology and SPSS software to verify the feasibility of the model,the spatial difference of empirical communication effect,and analyzes the influence factors under the perspective of“re⁃source-environment”.The results show that the communication effect evaluated by the model shows significant differences between cities and regions.Among the resource factors,originality is the main influencing factor,and the number of fans and blogs are important influencing factors;Among environmental factors,population size is the main influencing factor,and financial support and education level are important influencing factors.

关 键 词：政务微博 沟通效果 影响因素 数字化社会治理 

分 类 号：G206.2[文化科学—传播学]