摘要
目的了解微信小程序的传播特征和传播效果,为新媒体健康科普工作提供科学依据。方法以2022年9—10月进入微信小程序的参与者为研究对象,对注册人数增长情况、完成答题参与者特征、健康公约掌握情况等方面进行分析。结果最终共有909671人完成小程序注册,工作日每日新增注册人数平均为(29285.26±12499.62)人,明显高于周末(7924.07±6860.81)人。完成微信小程序答题者为483841人,平均年龄(40.92±13.16)岁,大专/本科文化程度270666人(55.94%)。健康公约各主题的总体正确率为56.26%,不同主题之间的正确率比较,差异存在统计学意义(χ^(2)=101757.44,P<0.001)。完成答题者的总体达标率为53.29%。与男性相比,女性答题者的达标率较高(OR=1.273,CI:1.258~1.289,P<0.001);与文化程度为初中及以下相比,硕士及以上文化程度达标率较高(OR=2.535,CI:2.462~2.610,P<0.001)。结论微信小程序在人群中的传播符合创新扩散理论,答题功能可以提高不同特征人群参与的黏性,且能够提供准确即时的反馈,为细分受众特征,实现精准健康传播提供条件。
Objective To understand the communication characteristics and communication effects of WeChat mini program,and to provide a scientific basis for new medias in health communication.Methods The participants who entered the WeChat mini program from September to October 2022 were enrolled as our study objects,and the growth of the number of reg⁃istrations,the characteristics of the participants who completed the questions,and the mastery of health conventions were ana⁃lyzed.Results A total of 909671 people eventually completed the registration of WeChat mini program,and the average num⁃ber of new registrants per day on weekdays was(29,285.26±12,499.62),which was significantly higher than that on weekends(7924.07±6860.81).The number of people who completed the WeChat mini program answers was 483,841,with an average age of(40.92±13.16)years old,and 270666(55.94%)with college/bachelor′s degree.The overall correct rate of the health convention was 56.26%,and the differences among the correct rates were statistically significant when com⁃paring between different topics(χ^(2)=101757.44,P<0.001).The overall attainment rate of those who completed the ques⁃tions was 53.29%.Compared with males,female respondents had a higher attainment rate(OR=1.273,CI:1.258-1.289,P<0.001).Compared with literacy levels of junior high school and below,the attainment rate was higher for master′s degree and above(OR=2.535,CI:2.462-2.610,P<0.001).Conclusion The dissemination of WeChat mini pro⁃gram in the crowd is in line with the theory of diffusion of innovations,and the question⁃answering function can improve the viscosity of participation of people with different characteristics and provide accurate and immediate feedback,which provides conditions for segmenting the audience and achieving accurate health communication.
作者
胡洋
张么九
刘婉行
徐菲
刘秀荣
HU Yang;ZHANG Me-jiu;LIU Wan-xing;XU Fei;LIU Xiu-rong(Beijing Center for Diseases Prevention and Control,Beijing 100020,China)
出处
《中国健康教育》
北大核心
2023年第6期509-513,527,共6页
Chinese Journal of Health Education
关键词
微信小程序
新媒体
健康科普
精准健康传播
WeChat mini program
New media
Health science popularization
Precise health communication
