数字图书馆论坛2025，Vol.21Issue(6)：44-52,9.DOI:10.3772/j.issn.1673-2286.2025.06.005
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
摘要
Abstract
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.关键词
高校图书馆/微信公众号/传播效果/阅读完成率Key words
University Library/WeChat Official Account/Dissemination Effect/Reading Completion Rate分类
社会科学引用本文复制引用
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):44-52,9.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. （编号:FJTGW202208）
