Research On The Influence Factors Of The Communication Effect Of The Museum We Chat Official Accounts

The museum is an organization for social cultural communication and public education services.It is an important carrier of social history,a recorder of culture and development,and a window of spreading culture abroad.In the traditional museum information dissemination,the single mode and one-way mode can't achieve the most effective communication with visitors and maximize the value of communication.With the rapid development of mobile Internet technology,museums must pay attention to the application of new media technologies and platforms in order to achieve better communication.With the rapid development of mobile Internet technology,museums must pay attention to the application of new media technologies and platforms in order to achieve better communication results.On January 21,2011,Tencent launched an instant messaging application called WeChat.The application of WeChat has penetrated into every aspect of people's lives.The application of WeChat in the museum also comes into being.In this study,the WeChat official accounts are the research object,and the influencing factors of its dissemination effect are studied.How to better develop and apply the functions of museum Wechat official accounts and build a better service platform to do a good job in the information dissemination work of China's cultural and museum institutions and to carry forward and inherit traditional culture,is a subject that needs continuous research and improment.In this study,the influence factors of the communication effect of WeChat official accounts of museums were studied systematically.The definition,characteristics,functions,current situation and trend of WeChat official accounts are analyzed.Subsequently,the research hypothesis of the influencing factors of museum WeChat official accounts was proposed.Finally,a questionnaire was designed to study the influence factors of museum WeChat official accounts.Results found that among the factors that affect the effectiveness of the museum WeChat official accounts transmission,degree of interaction,push timeliness,visual performance,content satisfaction and topic attention are positively affected.At the same time,the WeChat official accounts of Chengdu museum was analyzed in detail,and the related content of WeChat official accounts,questionnaire analysis data and GsData index were used to provide comprehensive evidence.The aim of this research is to better achieve the effect of museum information dissemination and propose countermeasures and suggestions for how museums use mobile new media to disseminate information,and to maximize the society value of the museum.