The Study About The Impact Factors Of Different Types Of Government Microblogs’Propagation

In this paper, we want to find ways to promote the propagation of government microblogs. Firstly, we classify the government microblogs into two kinds:government agency’s microblog and Public official’s microblog. Then we use the "5W" model as a framework. We define the spreading effect based on "perception-emotion-behavior" theory. And we collect the determining factors which may affect the dissemination of results by studying the persuasion theory. Eventually we establish the model of factors which may affect the spreading effect of government microblog. Thirdly, we contact a questionnaire survey to collect the data and analyze the data. The main conclusions are as follows:1) The receptors’recognitions do not have a significant impact on the receptors’ emotions. And the influence of receptors’emotions is greater than the receptors’recognitions to the behaviors of the receptors.2) The credibility of information sources will both have significant positive impacts on the dissemination of results of two different kinds of government microblogs.3) the fairness of information content will both have significant negative impacts on the dissemination of results of two different kinds of government microblogs.4) To different kinds of government microblogs, the influences of the emotional tendencies and legibility of the information content, the diversity of information publication, the influence of the media are different. Finally, this paper makes a series of business management recommendations based on the conclusions of empirical research on government microblogs.