Abstract:

[Abstract]  In the context of social media communication, having a better understanding of the college
teachers' academic article reading behavior in Wechat official accounts can help improve the integration
development level of academic journals and cross-media. Adopting the research method of questionnaire, the
author conducts a survey on the reading behavior of academic Wechat official accounts among college teachers
nationwide. This research discovers that Wechat has become one of the most important channels in providing
academic reading materials for the target audience, and college teachers who aim at improving scientific research
keep alive in Wechat usage and maintain high reading satisfaction of the academic articles in Wechat official
accounts. Academic journals should continue to strengthen the integration with Wechat, decide on the contents
of the articles in Wechat official accounts from the perspective of audience demand, promote the reading and
reposting rates of Wechat official accounts, and actively explore new publication forms of academic journals.