Research On The Dissemination Effect Of Financial WeChat Official Account

With the take-off of China’s economy and the continuous improvement of the socialist market economic system,the level of national income has continued to rise,and the people’s desire for wealth appreciation and financial information demand has also increased day by day.In the past ten years,the development of Internet technology has spawned the rise of financial new media,and now a new media communication pattern of Weibo,WeChat public platform and short video has been formed,and the means for people to obtain financial information are becoming more and more abundant.The WeChat public platform has the advantages of efficient communication,diversified forms,data visualization,shortness and clarity,strong professionalism and depth,and has become an important part of the communication matrix of many financial media.Financial WeChat public accounts play an important role in the process of audience forming rational investment concepts.This paper selects the financial WeChat public account as the main research object,and on the basis of content analysis,SPSS data analysis is carried out on the questionnaire data to study the communication effect of the media on the audience.Through descriptive,correlation and regression analysis,it is concluded that: 1.Some demographic factors have an impact on the media contact,reading frequency and re-dissemination of WeChat public account;2.Media use(including media contact,reading frequency)and thematic content preferences have an inclusive function on the audience’s media trust and investment concept;3.The deeper the degree of media inclusion,the deeper the media trust and the more positive the investment concept;4.There is a positive moderating effect on the demographic characteristics of the audience-media trust and investment concept inclusion effect.Finally,on the basis of the analysis of the containment effect,countermeasures to enhance the communication containment effect,such as content enrichment,vertical communication,and development standardization,are proposed.