摘要
目的分析医院微信公众号文章内容与用户反馈的关系,为优化公众号内容和健康传播策略提供数据支持和理论依据。方法选取某三甲公立医院2023—2024年微信公众号的1279篇推文,分析文章类别与用户反馈行为、互动行为与文章传播效果的关系,评估用户关注转化行为的重要影响因素。结果健康科普类文章在用户阅读、分享行为指标上表现显著优势;用户点赞和评论的互动指标对文章传播效果具有显著正向作用,而“在看”数对阅读量存在负向影响;随机森林模型评估表明,分享产生的阅读次数和每次分享带来的阅读次数是影响用户关注的最重要因素。结论健康科普类文章在用户阅读与分享行为中占主导地位,用户互动行为显著提升文章的传播效果和关注转化,分享产生的阅读次数是决定用户关注的关键因素。这表明内容传播策略需结合文章内容特征,聚焦于提升高传播潜力内容的互动与分享引导。
Objective To analyze the relationship between article content and user feedback on WeChat public numbers in hospitals,and to provide data support and theoretical basis for optimizing public number content and health communication strategy.Methods 1279 tweets of WeChat public number of a tertiary public hospital from 2023 to 2024 were selected to analyze the relationship between article categories and user feedback behavior,interactive behavior and article dissemination effect,and to assess the important influencing factors of user attention conversion behavior.Results The articles in the health science popularization category show significant advantages in the indicators of users'reading and sharing behaviors;the interactive indicators of users'liking and commenting have a significant positive effect on the dissemination effect of the articles,while the number of“watching”hurts the number of readings;the assessment of the random forest model shows that the number of readings generated by sharing and the number of readings brought by each sharing are the most important factors influencing the users'attention.The random forest model assessment showed that the number of reads generated by sharing and the number of reads per share were the most important factors influencing users'attention.Conclusion Health science articles dominate users'reading and sharing behaviors,user interaction significantly improves the dissemination effect and attention conversion of the articles,and the number of reads generated by sharing is the key factor determining users'attention.This suggests that content dissemination strategies need to be combined with the content characteristics of the article,focusing on improving the interaction and sharing guidance of content with high dissemination potential.
作者
陈金绫
梁筠仪
巫祖强
CHEN Jinling;LIANG Junyi;WU Zuqiang(School of Public Health,Guangdong Medical University,Dongguan 523808,China;Nanhai District People’s Hospital of Foshan City,Foshan 528200,China)
出处
《现代医院》
2025年第6期840-844,共5页
Modern Hospitals
