Corresponding Author

Bo Yang

Document Type



With the rapid development of mobile Internet, more and more attention has been paid to the new form of online social media represented by WeChat official accounts. However, these operators do not have clear ideas for enhancing WeChat heat, and clear and effective guidance on how to positively influence users' information behavior. Therefore, this paper combines the psychology neutral Stimulus-Response theory with the user information behavior research to construct a second-order user information behavior model. Then, through the official accounts data provided by the Sootoo Network, we collected a total of more than 10,000 push data of nine accounts from January to December, 2017. Based on the empirical research, we find the main influencing factors of user information behavior are identified, and construct a push hotspot prediction model. Also, this paper provides account operator with practical guidance significance in enhancing user information behavior.