Corresponding Author

Bo Yang, Renmin University of China, Beijing, China,

Document Type



The popularity and application of social media have a profound impact on user information dissemination in the Internet era. In China, WeChat's operation will face greater challenges as the number of Official Accounts climbs. This study focuses on the key factors of information dissemination effect in the two stage of "Sympathy under Feedback-Identify" and "Participate-Share & Spread" through constructing FSIPS two stage model, and analyzes the influencing factors of reading rate, comment rate and share rate from two dimensions in order to improve the distribution rate and information transmission for public operators.