Abstract
WeChat is one of the most popular social networking software with a large user group in China. The study explores the informal learning model of WeChat official accounts based on the extant theoretical research. Firstly, this research puts forward four factors influencing official accounts selection: audience analysis, content quality, platform activity and function design. Secondly, the index system is established. Finally, the AHP-TOPSIS analysis method is applied to analyze and evaluate the WeChat official accounts. Results shows that content quality is the biggest influence on official accounts selection, followed by platform activity. Besides, the official accounts should improve the content quality in order to get more attractions and better effects of informal learning.
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