A Study On The Influencing Factors Of User Information Participation Behavior On Official Microblogs Of Colleges And Universities

Since 2007,micro-blogging has appeared and gained rapid development and popularization in the domestic public field of vision.Today,microblogs have become an important medium and facilitator of information dissemination."2018 campus micro-blog Development Annual Report" that: in 2018 to achieve the horizontal to the edge,vertical to the end,full coverage of the campus micro-blog system basic formation.Weibo accounts are used by Chinese college students,and the number of registered accounts of college students on Weibo is increasing year by year.Nearly 50,000 university accounts have been opened on Weibo,and the Ministry of Education has determined that colleges and universities are fully covered.Thus,the official university Weibo account has become a convenient channel for the public to get close to the university information and an important bridge to communicate with the society.Therefore,it has certain social significance and academic value to take the university official micro-blog user as the research subject.This paper will use the methods of bibliometrics and content analysis to sort out the existing research on the relationship between official microblog and user information behavior at home and abroad.Based on the network communication theory,public psychology theory and information behavior theory,this paper makes a descriptive analysis of University microblog users' information participation behavior from the two dimensions of microblog content and platform information.The information behavior of microblog users is defined as three aspects: user like behavior,user forwarding behavior and user comment behavior,and the influencing factor model of information participation behavior of University official microblog users is established.This paper selects all the microblog data released by the official microblog accounts of 19 universities in Heilongjiang Province within one year as the data source,and uses the stepwise regression method to verify the impact of various factors on user participation.Finally,it puts forward effective suggestions to improve the participation and account activity of official microblog users in Colleges and universities.