A Study On User Click Behavior Based On The Information Of Xiongan New Area In We Chat Official Accounts

As an information publishing platform,WeChat Official Accounts has become an important way for users to obtain information in the Internet age.During the one month after the establishment of Xiongan New Area,in the articles of the WeChat Official Accounts whose subject is “Xiongan”,there are 263 articles that reached the “100000+” page views.This shows that users of the WeChat Official Accounts pay more attention to the information about “Xiongan New Area”.In recent years,the overall opening rate of the WeChat Official Accounts' articles is gradually declining.The decrease of the open rate directly affects the user's degree of information reception.Therefore,how to attract users to click on information in the right way has become an important issue facing many WeChat Official Accounts.This dissertation uses the WeChat Official Accounts as a research platform,and the users of Xiongan New Area who have conducted information reading in the WeChat Official Accounts as the target users,and the main research methods are literature analysis,content analysis and questionnaire survey.Firstly,it introduces the basic situation of target users in terms of gender,occupation,income,etc.,and further classifies and analyzes the click behavior of target users.The author investigates the four major factors affecting the click behavior of the target users through questionnaires: objective environment,user characteristics,motivation for use,and content characteristics.Finally,the author comprehensively discusses the following four aspects: clarifying users' positioning,enhancing users' stickiness,satisfying the needs of users,and improving the quality of content,proposes four suggestions: setting up interactive elements such as review and presentation boards,publishing information in conjunction with user preferences,sorting content for publication and review,and focusing on the positive direction of content.