基于微博特征的政务微博影响因素研究

摘要

At present, as an important communication platform between the government and the public, government microblogs promote the official and civil interactions and online governing, and their communication effects have a great influence on government culture con-struction. This paper conducts an exploratory research on the relationships between the characteristics of government microblogs and users'repost behavior. Specifically, it observes and analyzes the message content, publication time, and characteristics of government agencies. Based on above research findings, the paper also provides some policy recommendations for improving government microblogs.%政务微博作为官民互动和网络问政的重要手段，其传播效果对于政府文化建设有重要的影响。然而，并非每个政务微博都能在传播过程中达到理想的效果。本文运用统计学分析方法，从微博内容、发布时间以及来源机构特征等维度分析微博的各项特征与用户转发行为的相关性，得出政务微博传播效果的影响因素。通过上述研究，对政务微博的发展提出可行性建议。