Research On The Impact Of Information Presentation Order And Article Quality On User Selection Behavior On WeChat Official Accounts Platform

WeChat Official Accounts Platform is a new media platform with hundreds of millions of users which plays an important role in information dissemination.User’s information selection is affected by many factors,among which the information quality and information position are important factors affecting the user’s information selection.At present,there is a lack of empirical research on the Serial position effect of information selection on WeChat Official Accounts Platform,and there are no studies comparing information quality with information position.This paper attempts to explore the Serial position effect of articles on WeChat public platform,compares and studies the influence of information position and article quality on user selection behavior,so as to improve the relevant theory of serial position effect,deepen the understanding of the communication law of WeChat Official Accounts Platform.and help operators of different types of official accounts understand the reading habits of users,scientifically arrange push positions,and better operate WeChat official accounts.This paper Constructed a method for calculating the quality of articles on WeChat official accounts.By analyzing a total number of 25842 articles pushed by 50 Wechat official accounts of five types of finance,health,education,science and sports from October 1,2022 to December 31,2022,this study verified the effect of position on user information selection behavior,while also explored and compared the impact of the two important factors of position and quality on the dissemination effect of articles pushed by official accounts.The findings are as follows,reading index of articles from "positionl" to"position 3"is significantly higher than that from "position 4" to"position 8".There is no Significant difference in the reading index between"position 4"and later.Meanwhile,the position effect is not linear,the reading index ratio of the first four article sis about 100:34:13:10.Although there is a slight difference in the influence of position and quality on reading quantity,but in general,being pushed in a upper position is more conducive to the improvement of reading quantity than the quality of the article,and the higher the position is,the more significant the advantage of position over quality exists.In addition,there are also differences among different types of official accounts.The information selection of users of sports and health official accounts is relatively more affected by position,while the influence of position is relatively less for users of technology and education official accounts.Combining the data from 2022 and 2020,the comparison of the analysis results shows that the reading choice of WeChat Official Accounts platform users is declining due to position,while the influence of article quality is increasing.The conclusions obtained in this paper complement the relevant theories of serial position effect.As an attempt,the proposed quality index can help conveniently calculate the quality of articles on WeChat official accounts of large order of magnitude,therefore,further exploration can be conducted.