Research On Influencing Factors Of Tweet Communication Effect Of Hospital WeChat Based On Elaboration Likelihood Model

[Purpose]Through the analysis of the tweets of the WeChat public platform of the third-class hospitals in Wuhan,we sought to improve the service strategy of the hospital WeChat public account.To provide new ideas for improving the quality of hospital WeChat information services,and provide reference for the operation of WeChat in relevant departments of hospitals.[Methods]Through the Gsdata platform and the reptile tool,we found the WeChat public account of all the tertiary hospitals in Wuhan in June 7-9,2018,and collected 22pieces of information.Through screening,the WeChat public account,push time,reading volume,like volume,website,media forms and other information of the WeChat public account of 22 hospitals from June to May 20,2017 were obtained.According to the elaboration likelihood model,the hypothesis is used to analyze the acquired data by using SPSS and Tableau software,and the factors affecting the communication of hospital WeChat tweets are obtained.[Results]Through the above methods,a total of 2,092 pieces of effective information were obtained,and the data were quantified and then subjected to regression analysis.According to the test level of 0.05,the overall regression of the model was effective（F=431.397,p<0.05）,which was statistically significant.The authentication status,the number of active fans,and the headline in the edge path all have an impact on the information dissemination of the hospital WeChat public number（β₁=0.588,β₂=0.000003,β₃=0.579,p<0.05）.The personal pronouns,emotional colors,entertainment,and tweet types in the central path have an impact on the information dissemination of the hospital WeChat public account(β₆=0.172,β₇=0.097,β₈₌0.102,β_9a=0.212,β_9b=0.299,β_9c=0.356,β_9d=-0.211,p<0.05),but the original two variables of originality and media type are not significant（β₄=-0.048,β₅=-0.026,p>0.05）,and did not affect the information dissemination of the hospital WeChat public account.[Conclusions]The emotional color in the title,the location of the tweet,the entertainment of the tweet,and the type of tweet all have an impact on the information dissemination of the WeChat public number in the tertiary hospitals.The user is more likely to be affected by the edge path than the central path..The WeChat public account of the third-grade hospital can improve the information dissemination ability of the platform and the influence of the hospital by optimizing the push time,designing the feature title,enriching the media form of the article,and customizing the personalized tweets that match the characteristics of the hospital.