基于DEA-Tobit模型的医院微信公众号推文传播效率及影响因素分析

目的：分析我国医院微信公众号推文传播效率的现状，识别影响医院公众号传播效率的关键因素，促进我国医院信息传播服务水平的提升。方法：基于已有文献构建投入与产出评价指标，运用DEA-Tobit两阶段模型测度我国医院公众号信息交流效率，探讨影响其效率的因素。结果：各医院公众号信息传播效率存在明显的差异性，41家医院公众号中仅有22%的医院达到最优传播前沿，平均综合效率为0.54，整体运营效率较低。公众号推送频率与推送时间的运营效率存在显著相关性。结论：规模效率与技术效率共同制约我国医院公众号的传播运营，纯技术效率低下是综合效率不高的主要原因。因此，医院需在合理的投入水平下，调整推文发送规律，创新推文形式，提升医院公众号运营水平及影响力。

Dissemination efficiency of tweets on hospital WeChat public account and its influencing factors based on DEA-Tobit model

Objective To promote the information dissemination service in domestic hospitals by analyzing the dissemination efficiency of tweets on hospital WeChat public account and identifying its key influencing factors. Methods The information communication efficiency on hospital WeChat public account was assessed using the DEA-Tobit model based on the available input and output evaluation indicators of literature development and its influencing factors were analyzed by Tobit regression analysis. Results The information dissemination efficiency of tweets was significantly different on different hospital WeChat public accounts. Of the 41 hospital WeChat public accounts, only 9 (22%) achieved their information dissemination peak efficiency with an average overall efficiency of 0.54 and a low overall operation efficiency. The operation efficiency of public account pushing frequency was closely related with that of public account pushing time. Conclusion The scale efficiency and technical efficiency restrict the information dissemination on hospital WeChat public account in our country. Low pure technical efficiency is the major reason of low overall efficiency. Hospitals should thus regulate their tweet pushing rules, create their tweet forms, improve their public account operation level and influencing power under the condition of rational investment.