用户体验视角下政务微信公众号信息效用评价研究——基于QFD与VIKOR的方法应用

冯缨; 方正伟; 孙晓阳

doi:10.13266/j.issn.2095-5472.2024.020

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知识管理论坛 ›› 2024, Vol. 9 ›› Issue (3) : 269-284. DOI: 10.13266/j.issn.2095-5472.2024.020

研究论文

用户体验视角下政务微信公众号信息效用评价研究——基于QFD与VIKOR的方法应用

冯缨 ¹ ,
方正伟 ¹ ,
孙晓阳 ²

作者信息 +

An Evaluation of Government WeChat Public Account Information Utility from the Perspective of User Experience—Method application based on QFD and VIKOR

Author information +

文章历史 +

摘要

[目的/意义] 明确政务微信公众号信息效用的内涵，构建政务微信公众号信息效用评价指标体系，对满足社会公众的信息服务需求和政务微信平台的建设运营至关重要。[方法/过程] 基于用户体验理论确定评价指标，根据质量功能展开（QFD）思想确定指标权重；以江苏省13个地级市的“发布类”政务微信公众号为研究对象，运用多准则妥协解排序（VIKOR）和灰色关联度方法进行全评价排序。[结果/结论] 政务微信公众号信息效用的评价指标包括信息内容体验、信息技术体验、美学设计体验、交互体验、效益价值、社会影响6个维度共21个指标，其中信息技术、交互体验维度的权重占比最大，对信息效用起决定性作用，平均阅读量、平均点赞量、粉丝活跃数等指标对评价信息效用最重要；实证研究中，“南京发布”“苏州发布”“无锡发布”公众号的信息效用排名前三，“盐城发布”“镇江发布”公众号整体排名靠后，主要原因在于各平台在成本投入和运营维护等方面存在差异。

Abstract

[Purpose/Significance] Clarifying the connotation of the information utility of the government WeChat public account and constructing the evaluation index system of the information utility of the government WeChat public account are crucial to meeting the information service needs of the public and the construction and operation of the government WeChat platform. [Method/Process] The evaluation indexes were determined based on user experience theory, and the index weight was determined based on the concept of Quality Function Deployment (QFD). The governmental WeChat public accounts of 13 prefecture-level cities in Jiangsu Province were taken as the research objects, and the VIKOR and grey relational degree methods were used to conduct the full evaluation ranking. [Result/Conclusion] The evaluation index of the government WeChat public account information utility include 21 indexes in six dimensions, namely, information content experience, information technology experience, aesthetic design experience, interactive experience, benefit value, and social impact. Among them, the information technology and interactive experience dimensions account for the largest proportion and play decisive roles in the information utility. The average reading, average liking, and number of active fans are the most important indices for evaluating the information utility. In the empirical study, the official accounts of "Nanjing Publishing", "Suzhou Publishing" and "Wuxi Publishing" rank in the top three in terms of information utility, while the official accounts of "Yancheng Publishing" and "Zhenjiang Publishing" rank at the bottom overall, mainly because the differences in cost input, operation and maintenance of each platform.

导出引用

冯缨 , 方正伟 , 孙晓阳. 用户体验视角下政务微信公众号信息效用评价研究——基于QFD与VIKOR的方法应用[J]. 知识管理论坛. 2024, 9(3): 269-284 https://doi.org/10.13266/j.issn.2095-5472.2024.020

Feng Ying , Fang Zhengwei , Sun Xiaoyang. An Evaluation of Government WeChat Public Account Information Utility from the Perspective of User Experience—Method application based on QFD and VIKOR[J]. Knowledge Management Forum. 2024, 9(3): 269-284 https://doi.org/10.13266/j.issn.2095-5472.2024.020

中图分类号： D63; G206

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