学术期刊微信平台论文阅读行为与移动传播策略

目的 考察科研人员的论文移动阅读行为,为学术期刊更好地规划论文移动传播策略,提高学术传播效率提供参考。方法 利用金数据平台,对在《华南农业大学学报(社会科学版)》投稿系统向“农业可持续发展”栏目投稿的323位作者的学术期刊微信平台论文阅读行为进行在线问卷调查和数据统计分析。结果 大多数读者愿意使用手机阅读论文;与社会性相比,论文的专业相关性是读者更关心的内容;精简论文和论文原文都是读者学术移动阅读的重要信息来源;读者对感兴趣论文主要采取浏览阅读与“小屏+大屏”的深阅读相结合的阅读方式;学术论文移动阅读会产生较高的潜在引用意愿,有深阅读行为的读者引用论文的概率更高。结论 学术论文移动阅读具有大众性和学术性的双重特性,微信平台可以成为论文传播的有效平台,学术期刊可从论文移动传播体系、论文原文传播途径、读者潜在引用行为等方面改进微信平台论文移动传播策略,从而更好地实现微信平台学术论文的有效传播。

Reading behavior and mobile communication strategy of papers on WeChat platforms of academic journals

[Purposes] This study aims to investigate the mobile reading behavior of scientific researchers, and to provide references for academic journals to develop their mobile communication strategies and improve the efficiency of academic communication. [Methods] By using the platform of Golden Data, the online questionnaire survey and data statistical analysis were carried out on the reading behaviors of 323 authors who submitted to the column of Agricultural Sustainable Development in Journal of South China Agricultural University (Social Science Edition). [Findings] Most of readers accept reading papers by mobile phone; compared with sociality, the professional relevance of paper content is more concerned by readers; the simplified papers and the original papers are both important information sources for academic mobile reading; scientific researchers mainly adopt the combination of browsing reading and deep reading on small screen+large screen; mobile reading of academic papers will generate high potential citation willingness, and the probability of citation of scientific researchers with deep reading behavior is high. [Conclusions] Mobile reading of academic papers has the dual popular and academic characteristics. WeChat platform can be an effective platform for paper communication. Academic journals can improve the mobile communication strategies of papers on WeChat platform from the aspects of paper mobile communication system, original paper communication channels, and potential citation behavior of researchers, so as to realize the effective communication of academic papers on WeChat platform.