微信公众号影响力指数建构与量化评估

作为被广泛使用的社交媒体，微信已经成为热点事件和网络舆情的重要策源地，科学准确评估微信公众号的影响力对于明晰微信信息传播特点，深入挖掘微信传播潜力，进一步规范和指导微信平台的传播行为具有较大的理论和实践意义。在对既有关于微信公众号影响力研究进行梳理和评价的基础上，基于传播效果测量的设计，坚持以受众为中心、由浅入深多层次考察准则，运用德尔菲法和层次分析法建构一套微信公众号影响力指标体系。该指标体系由4个一级指标和9个二级指标构成，并运用线性合成法合成微信公众号影响力指数。

Construction and Quantitative Evaluation of Influence Index of WeChat Public Account

As the widely used social media, WeChat has become an important source of hotspots and internet public opinion. It is of great theoretical and practical significance to scientifically and accurately evaluate the influence of the WeChat public account to clarify the characteristics of WeChat information dissemination, to dig into the potential of WeChat communication, and to further standardize and guide the dissemination of the WeChat platform. On the basis of combing and evaluating the research on the influence of WeChat public account, based on the design of the measurement of the effect of communication, we adhere to the audience centered and deep and multi-level inspection criteria, and use Delphi method and analytic hierarchy process to construct a set of WeChat public account influence index system. The index system is composed of 4 first level indicators and 9 second level indicators, and the influence index of WeChat public account is synthesized by linear synthesis method.