政务微博拟人化互动效果的实验研究
Experimental Research on Interactive Effects of Personifcation of Government Microblogs

摘要 政务微博拟人化是指赋予政务微博虚拟人格并以“虚拟自然人”的身份与网民进行 互动的一种传播策略。拟人化策略在政务微博中应用十分广泛，但目前存在着诸如“过 分调侃式互动”、“负面情绪化互动”等“过度拟人化”的问题。研究以社交线索相关 理论为分析框架，使用共240名被试参与的2×2×2多因素设计控制实验，探索了账号资 料、表达风格、交流内容拟人化对政务微博形象构建、信息传播、互动关系等三个层次 上的互动效果的影响，发现了“封面效应”的存在，并在此基础上对政务微博拟人化策 略的使用提出了相应的优化建议。
The personification of government microblogs means that government microblogs are endowed with virtual personality. This strategy can make a government microblog interact with the Internet users with the identity of a virtual natural person. Personification is widely used in government microblogging, but there is a problem of over personification, such as “flip interaction” and “negative interaction”. Within the frame of theories about social cues, the controlled experiment of 2×2×2 factorial design including three independent variables of biography, expressive style and content and three dependent variables of the effects on its image construction, information transmission and relationship with the public reveals the effect called “the cover effect”. Based on that, the specifc points are suggested to optimize the personifcation of government microblogs