中文摘要：

官员微博受到公众越来越多的关注，传播影响力逐渐增强。以8个具有意见领袖特征的官员微博为研究样本，从微博内容、发布时间、官员微博认证信息等维度分析其各项特征与微博转发量的关系，从而发掘官员微博传播效果的影响因素。研究发现包括话题类别、有无@和链接等在内的多个微博内容特征对官员微博的传播效果有显著影响，发布时间也是官员微博传播的重要影响因素，而包括官员职务、粉丝数在内的官员微博认证信息对官员微博的传播影响则不是很大。

英文摘要：

Government officials＇ microblogs developed rapidly since the arrival of the era of＂micro-blogging＂, which have changed the traditional ways by which those officials interact with the public and strengthened the communication and direct interaction between the officials and the public, and they are getting more attention and having more extensive influences. There is a certain regularity of the officials ＇ micro-blogs＇ spreading. Using eight famous officials＇ micro-blogs as the research sample and applying the method of quantitative analysis and statistical analysis, this paper conducts an exploratory research on the relationships between the characteristics of the officials＇ micro-blogs and users repost behavior. Specifically, it observes and analyzes the message content, publication time, and authentication information of the officials＇ micro-blogs. The research is to explore the influencing factors of the officials＇ micro-blogs dissemination effect and the rules in the spreading process of those micro-blogs. It is found that the message content has a significant effect on the spreading effect of the officials＇ microblogs, publication time is also one of the important influencing factors, and authentication information of the officials ＇ micro-blogs doesn＇t affect their spreading.