突发公共卫生事件中高校图书馆微信公众号传播力研究--以新冠肺炎疫情期间42所“双一流”建设高校图书馆为例  

Research on WeChat Official Account Transmission Effect in University Libraries During Public Health Emergencies:Taking 42“Double First-Class”University Libraries During the Period of COVID-19 as an Example

作　　者：高晓晶[1] GAO Xiao-jing(Library of University of Electronic Science and Technology of China,Chengdu 611731,China)

机构地区：[1]电子科技大学图书馆,四川成都611731

出　　处：《图书馆研究》2022年第3期83-92,共10页Library Research

摘　　要：借鉴传播学“5W”传播模式,构建图书馆微信公众号传播力影响因素模型,采集新冠肺炎疫情期间42所“双一流”建设高校图书馆的2313条微信公众号推文相关数据为研究样本,采取SPSS方差分析对影响因素模型进行实证分析。研究结果表明,推文的发布位置、发布时间、标题长度、标题句式及内容主题等5个因素对其传播效果有显著的影响。根据研究结果,从内容主题、标题特点和运营策略等3个方面提出高校图书馆微信公众号运营建议。According to the“5W”of communication,this paper constructs the model of influencing factors of WeChat official account transmission effect,collects 2313 articles data of WeChat official account of 42“double first-class”university libraries during COVID-19 as samples,and uses SPSS variance analysis to analyze the influencing factor.The result shows that the location,time,title length,title sentence pattern and content theme of articles have significant influence on the transmission effect.According to the research result,it puts forward some suggestions from three aspects of title characteristics,content theme and operational strategy.

关 键 词：微信公众号 高校图书馆 SPSS “5W”传播模式 

分 类 号：G250.7[文化科学—图书馆学]