[目的/意義]基于信息傳播行為研究高校新媒體影響力的評價問題,有利于豐富傳統信息傳播模式的應用場景,提高新時代下高校信息的傳播效率。[方法/過程]以信息傳播理論為基礎,通過分析微信用戶的信息傳播行為來構建高校新媒體影響力評價指標,利用熵權法進行權重賦值,最后根據綜合評價排名對目標高校進行實證研究。[結果/結論]結果表明:高校官方微信公眾號的運營者可通過優化信息制作行為、規范信息發布行為、響應信息尋求行為、鼓勵信息閱讀和反饋行為來提高高校新媒體影響力。

[Purpose/significance] The research on the impact evaluation of university new media based on information propagation behavior is conducive to enriching the application scenario of traditional information propagation mode and improving the propagation efficiency of university information in the new era.[Method/process] Based on the theory of information propagation,this study analyzes the information propagation behavior of WeChat users to construct the impact evaluation index of university new media,and uses the entropy weight method to assign weights.Finally,it conducts empirical research on target universities according to the comprehensive evaluation ranking.[Result/conclusion] The result shows that the operators of university WeChat public accounts can improve the impact of university new media by optimizing information production behavior,standardizing information release behavior,responding to information seeking behavior,encouraging information reading and feedback behavior.