[目的/意义]企业官方微博是企业信息传播的正式途径之一。由于官方微博信息的呈现方式不同直接导致了信息传播的广度与深度存在较大差异，因此对内容呈现特性的细化研究能够有效指导企业官微信息的规划与发布，提高企业与用户间的粘性。[方法/过程]基于情绪认知理论，以企业微博发布的产品信息作为研究对象，将情绪作为中介变量引入模型中，探究企业微博内容呈现特性对信息渗透度的作用机理。[结果/结论]企业微博内容呈现特性在认知和情绪两条作用路径下会产生不同的效果，其中交互性在两条路径下均对信息渗透的深度和广度有显著影响，但趣味性在认知路径下对信息渗透的深度作用不显著，而显著性却仅在认知路径下对信息渗透度的深度产生影响。
[Purpose/significance] The microblog of enterprises is one of the official channels for enterprise information dissemination. Due to the different presentation of enterprise microblog, the information transmission witnesses various breadth and depth. So the detailed research on the characteristics of the information presentation can effectively guide the enterprise microblogging information planning and release, increasing viscosity between enterprises and users.[Method/process] Based on the cognitive emotion theory, this paper used product information of the enterprise microblog as the research object, introducing emotion as an intervening variable, and explored the influence of microblog content characteristic on information penetration.[Result/conclusion] The characteristic of presentation works under both the cognitive and emotional paths. Interaction affects both the depth and breadth of information presentation. However, interesting has no significant effect on depth of information penetration under cognitive path, and significant influences the depth of information penetration only under cognitive path.
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