本文選題：社交媒體 + 參與度　； 參考：《北京郵電大學(xué)》2015年碩士論文

【摘要】：如今,社交媒體已經(jīng)無(wú)處不在,與人們的生活無(wú)縫銜接,不僅是單純的社交平臺(tái),在商業(yè)、生活、政治等各方面,也越來(lái)越發(fā)揮著強(qiáng)大的信息傳播作用。社交媒體用戶規(guī)模呈現(xiàn)了爆發(fā)性的增長(zhǎng),用戶對(duì)于社交媒體的使用主動(dòng)性和使用意識(shí)都在不斷提高,但是用戶的付費(fèi)行為并沒(méi)有隨著用戶增長(zhǎng)而同比例的增長(zhǎng),社交媒體的盈利問(wèn)題仍然在困擾著社交媒體公司。 本文在國(guó)內(nèi)社交媒體的研究情景下,以目前國(guó)內(nèi)用戶規(guī)模最大,最具有代表性的社交媒體網(wǎng)站——新浪微博為例,從用戶對(duì)社交媒體的參與度與參與路徑出發(fā),構(gòu)建研究模型,提出研究假設(shè),探究社交媒體用戶的參與度對(duì)用戶付費(fèi)行為的影響,本文研究?jī)?nèi)容和研究成果如下： 1、構(gòu)建了用戶對(duì)社交媒體的參與層級(jí)。 本文首先通過(guò)對(duì)社交網(wǎng)站用戶參與行為和參與路徑相關(guān)研究的綜述,總結(jié)歸納用戶對(duì)社交媒體的參與度和參與層級(jí)。本文將用戶對(duì)于社交媒體的參與度和參與層級(jí)劃分為四個(gè)層級(jí),分別是內(nèi)容消費(fèi)、內(nèi)容生產(chǎn)、社區(qū)參與和社區(qū)領(lǐng)導(dǎo),并且明確了各層級(jí)中用戶對(duì)于社交媒體的具體參與行為和測(cè)度指標(biāo),細(xì)化了社交媒體用戶參與度的研究。 2、構(gòu)建了社交媒體用戶參與度對(duì)付費(fèi)行為的影響研究模型。 本文基于對(duì)社交媒體參與行為以及用戶對(duì)社交網(wǎng)站付費(fèi)行為相關(guān)研究,分析社交媒體用戶的參與度對(duì)社交媒體的付費(fèi)行為影響機(jī)理,構(gòu)建了社交媒體用戶參與度對(duì)付費(fèi)行為的影響研究模型,并提出研究假設(shè)。 3、通過(guò)實(shí)證研究,對(duì)社交媒體用戶參與度對(duì)付費(fèi)行為的影響模型及假設(shè)進(jìn)行驗(yàn)證。 本文通過(guò)對(duì)所采集的新浪微博用戶的參與行為數(shù)據(jù)進(jìn)行分析,對(duì)模型和假設(shè)進(jìn)行驗(yàn)證。結(jié)果表明：1)用戶的參與度與用戶購(gòu)買會(huì)員的行為呈正相關(guān)關(guān)系。用戶參與度越高,用戶購(gòu)買會(huì)員的可能性更大,正相關(guān)性最強(qiáng)的是社區(qū)領(lǐng)導(dǎo)層級(jí),依次是社區(qū)參與、內(nèi)容生產(chǎn)和內(nèi)容消費(fèi)。如果用戶在較高的層級(jí)參與行為更多,更活躍,該用戶付費(fèi)的可能性就會(huì)更大；2)用戶參與度與因短期免費(fèi)試用而決定購(gòu)買增值業(yè)務(wù)正相關(guān)關(guān)系。參與度越高,用戶付費(fèi)所需的免費(fèi)時(shí)間更少,正相關(guān)程度最高的是社區(qū)領(lǐng)導(dǎo)層級(jí),依次是社區(qū)參與、內(nèi)容生產(chǎn)和內(nèi)容消費(fèi),如果用戶較高層級(jí)的參與行為更加活躍,參與行為更多,該用戶購(gòu)買會(huì)員所需的免費(fèi)使用時(shí)間可能更短。 4、提出相應(yīng)的營(yíng)銷策略啟示。在上述研究結(jié)論的基礎(chǔ)上,從社交媒體用戶參與度對(duì)付費(fèi)行為影響的角度出發(fā),對(duì)社交媒體網(wǎng)站提出有針對(duì)性的營(yíng)銷策略建議。
[Abstract]:Nowadays, social media is everywhere and connected seamlessly with people's life. It is not only a simple social platform, but also plays a more and more important role in information dissemination in business, life, politics and so on. The number of social media users has increased dramatically, and the initiative and awareness of the use of social media has been increasing, but the payment behavior of social media users has not increased in the same proportion with the increase in the number of users. The profitability of social media continues to plague social media companies. Under the research situation of domestic social media, taking Sina Weibo, the largest and most representative social media website in China at present, as an example, starting from the participation degree and path of social media, the research model is constructed. The research hypotheses are put forward to explore the influence of social media users' participation on user pay behavior. The research contents and results are as follows: 1. The level of users' participation in social media is constructed. Firstly, this paper summarizes the participation degree and level of user participation in social media through a review of the research on user participation behavior and participation path of social networking sites. In this paper, users' participation in social media is divided into four levels: content consumption, content production, community participation and community leadership. And defined the specific participation behavior and measurement indicators of social media users in each level, refined the research on social media user participation. 2, constructed the social media user participation to pay for the impact of research model. Based on the research of social media participation behavior and user paying behavior to social network, this paper analyzes the influence mechanism of social media user participation on social media paying behavior. The research model of the influence of social media user participation on paying behavior is constructed, and the research hypotheses are put forward. 3. Through empirical research, the model and hypothesis of social media user participation on payment behavior are verified. This paper analyzes the participating behavior data of Sina Weibo users and verifies the model and hypothesis. The results show that the participation of the user is positively correlated with the behavior of the user. The higher the level of user participation, the greater the possibility of user buying members, and the most positive correlation is community leadership level, community participation, content production and content consumption. If the user is more engaged and active at a higher level, the user is more likely to pay) the degree of user participation is positively related to the decision to buy value-added business as a result of a short-term free trial. The higher the level of participation, the less free time it takes for users to pay, and the highest level of positive correlation is at the community leadership level, followed by community participation, content production and content consumption, if the user's higher level of participation is more active. The participation behavior is more, the free use time that this user buys member may be shorter. 4, put forward the corresponding marketing strategy enlightenment. On the basis of the above conclusions, from the point of view of the influence of social media user participation on paying behavior, this paper puts forward targeted marketing strategies for social media websites.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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本文編號(hào)：2049083