Research On The Influence Of Relationship And Situation On The Spread Effect Of WeChat Groups

With the development of the times,more and more parents are eager to obtain family education information.In comparison with the parents in the older generation who received information passively,the parents in the new generation growing up with the Internet are more "perched" in WeChat groups to gain information.Through WeChat groups,they acquire new knowledge,communicate instantly,and present themselves.However,in WeChat groups,what is the acceptance degree of the family education information by parents? What is their understanding degree? Can they practice? What kinds of information are affecting the spread of family education information in WeChat groups? These questions are the concerns of this research.Based on this,this thesis takes the relationship spread,situational spread,and spread effect as the theoretical basis,and adopts the questionnaire survey method and the statistical analysis to establish the hypothetical model of this research.Furthermore,it designs demographic variables as control variables,relationship scale and situation scale as independent variables,takes the communication effect scale as dependent variables,and applies literature analysis and participatory observation methods to conduct a operative definition and measurement on three variables(relationship,situation,and communication effect).From the perspective of relationship and situation,the in-depth research on the factors of the spread effect for parents' using family education WeChat group communication is carried out.The research finds as follows:(1)demographic variables had no significant effect on the spread effect of family education WeChat groups.Specifically,guardian,occupation,education and income had a positive effect on the spread effect,and age had a negative effect on the spread effect.(2)Relationship variables had a significant effect on the spread effect of family education WeChat groups.Specifically,from the perspective of the influence coefficient in the regression equation,emotional identity was larger than value identity,which was larger than role identity.(3)Situational variables had a significant effect on the spread effect of family education WeChat groups.Specifically,from the perspective of the influence coefficient in the regression equation,the space-time situation was larger than the information situation,which was larger than the character situation.In general,the relationship and situation are very significant to improve the spread effect of WeChat groups.In the practice of WeChat group spread,we should not only pay attention to the information demands of the audiences,but also pay attention to the special information demands of the audience's relationship and situation.Based on the above findings,based on the theory of relationship spread and situational spread,this research proposes two major communication effect optimization strategies for family education WeChat groups.(?)The specific strategies of the relational variable activation are as follows:(1)enhancing emotional identity and precipitating relational content;(2)attaching great importance to value connection and stimulating group identity;(3)recognizing hierarchical role,and aggregating relational information.(?)The specific strategies of the situational variable activation:(1)focusing on space-time situation,and creating ritual atmosphere;(2)continuing information situation,and strengthening cognitive process;(3)stimulating character situation,and increasing interactive communication.