[目的/意义] 借鉴大众传播理论开展高校图书馆微信公众平台的媒介引力场模型及其影响因素研究，有利于高校图书馆与微信平台间的服务融合、创新优化与应用推广，对改善我国高校图书馆服务水平，促进高校图书馆的整体服务能力具有重要的参考意义。[方法/过程] 以马莱茨克大众传播模型（CMR）理论框架为基础构建指标因素，基于DEMATEL系统因素分析的大众传播视角，构建高校图书馆微信公众平台的媒介引力场模型，并对其影响因素进行深度挖掘分析。根据各指标要素的影响度、被影响度、中心度和原因度等影响因素的分析结果，结合因果关系四象限图，提出若干提升高校图书馆微信公众平台服务质量和传播效果的建议和对策。[结果/结论] 提出一种具有创新性、科学性、严谨性的高校图书馆微信公众平台媒介引力场模型和影响因素体系，为高校图书馆微信公众平台服务质量和传播效果评价体系构建提供理论参考辅助。
[Purpose/significance] It is helpful to study the service convergence, innovation optimization and application promotion of university libraries and WeChat platforms, and to improve the service level of university libraries in our country. It is of great significance to promote the overall service ability of university libraries.[Method/process] Based on the improved Mallet F J mass communication model (CMR) as the theoretical basis, from the perspective of mass communication in DEMATEL system factor analysis, this paper constructed the model of media gravity field of the WeChat public platform of university libraries. It analyzed the influence factors deeply. According to the analysis of influence factors such as influence degree, center degree and reason factor of the index elements, this paper put forward some suggestions and countermeasures to improve the service quality and communication effect of the WeChat public platform of university libraries combined with the four quadrant of causality.[Result/conclusion] This paper puts forward a kind of media gravitational field model and influence factor system of the WeChat public platform of the university library which is innovative, scientific and rigorous, and lays the foundation for the construction of the evaluation system of the service quality and the communication effect of the WeChat public platform.
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