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[目的 /意义]借鉴大众传播理论开展高校图书馆微信公众平台的媒介引力场模型及其影响因素研究,有利于高校图书馆与微信平台间的服务融合、创新优化与应用推广,对改善我国高校图书馆服务水平,促进高校图书馆的整体服务能力具有重要的参考意义。[方法 /过程]以马莱茨克大众传播模型(CMR)理论框架为基础构建指标因素,基于DEMATEL系统因素分析的大众传播视角,构建高校图书馆微信公众平台的媒介引力场模型,并对其影响因素进行深度挖掘分析。根据各指标要素的影响度、被影响度、中心度和原因度等影响因素的分析结果,结合因果关系四象限图,提出若干提升高校图书馆微信公众平台服务质量和传播效果的建议和对策。[结果 /结论]提出一种具有创新性、科学性、严谨性的高校图书馆微信公众平台媒介引力场模型和影响因素体系,为高校图书馆微信公众平台服务质量和传播效果评价体系构建提供理论参考辅助。
[Purpose / Significance] Using the theory of mass communication to study the media gravitation field model of WeChat public platform of university libraries and its influencing factors is conducive to the service integration, innovation optimization and application promotion between the university library and WeChat platform, Library service level, to promote the overall service ability of university library has important reference value. [Method / Process] Based on the framework of the Maretsky’s Mass Communication Model (CMR), the author constructs the media gravitational field model based on the mass communication perspective of DEMATEL system factor analysis, and constructs the media gravitation field model of WeChat public platform for university libraries. Factors affecting the depth of mining analysis. According to the analysis of the impact factors, the degree of influence, the degree of center, the cause and so on, the author puts forward some suggestions and countermeasures to improve the service quality and communication effect of WeChat public platform of university library according to four-quadrant graphs of causation. [Result / Conclusion] This paper presents an innovative, scientific and rigorous media gravitation model and influencing factor system for the Weibin public platform of university libraries to provide theory for the service quality and communication evaluation system of the Weibin public platform for university libraries Reference assistance.