【摘要】：隨著互聯(lián)網(wǎng)井噴式的發(fā)展和人們生活方式的改變,智能手機(jī)的普及度及移動(dòng)傳播所帶來的創(chuàng)新體驗(yàn)程度都在與日俱增。人類經(jīng)濟(jì)的發(fā)展經(jīng)歷了天然的農(nóng)業(yè)經(jīng)濟(jì),標(biāo)準(zhǔn)的工業(yè)化經(jīng)濟(jì),人性化的服務(wù)經(jīng)濟(jì),直至如今追求個(gè)性化的體驗(yàn)經(jīng)濟(jì)。在信息爆炸,注意力短缺的網(wǎng)絡(luò)經(jīng)濟(jì)環(huán)境下,用戶更加注重消費(fèi)時(shí)帶來的體驗(yàn)和感受,而媒體在體驗(yàn)消費(fèi)的建構(gòu)中起了強(qiáng)化和擴(kuò)展作用�；谝苿�(dòng)媒體場(chǎng)景切換的用戶體驗(yàn)式創(chuàng)新傳播和產(chǎn)品已在新聞、社交、服務(wù)、廣告和移動(dòng)支付等多個(gè)領(lǐng)域滲透,不僅拓展了用戶在線多媒體多感官體驗(yàn),而且有效整合線下資源,創(chuàng)造了用戶的復(fù)合性體驗(yàn)。移動(dòng)體驗(yàn)是一個(gè)注意力交易市場(chǎng),基于注意力的“貨幣化”與媒介的“去貨幣化”功能,商家在滿足用戶體驗(yàn)感受的同時(shí),也給用戶帶去了各式各樣的免費(fèi)福利。本文基于注意力經(jīng)濟(jì)學(xué)的相關(guān)理論概念,通過對(duì)移動(dòng)媒體的新型傳播方式和動(dòng)態(tài)場(chǎng)景轉(zhuǎn)換分析的研究,在實(shí)證調(diào)研和問卷分析的基礎(chǔ)上闡述了用戶在進(jìn)行媒介使用時(shí)從行為到心理層面的多重復(fù)合與體驗(yàn)感受。此外,當(dāng)移動(dòng)媒介和生活方式融為一體時(shí),研究未來科技發(fā)展所帶來的媒介體驗(yàn)?zāi)Ｊ絼?chuàng)新和體驗(yàn)需求發(fā)展對(duì)商品個(gè)性化的推動(dòng)也具有重要的意義。
[Abstract]:With the development of Internet blowout and the change of people's way of life, the popularity of smart phones and the degree of innovative experience brought by mobile communication are increasing day by day. The development of human economy has experienced natural agricultural economy, standard industrial economy, humanized service economy, until now the pursuit of personalized experience economy. In the network economy environment of information explosion and attention shortage, users pay more attention to the experience and feeling brought about by consumption, and the media plays a strengthening and expanding role in the construction of experience consumption. Users' experiential innovative communication and products based on mobile media scene switching have penetrated into many fields, such as news, social interaction, service, advertising and mobile payment, which not only expand the online multimedia multi-sensory experience, but also effectively integrate offline resources and create a composite experience for users. Mobile experience is an attention trading market. Based on the "monetization" of attention and the "de-monetization" function of media, businesses not only meet the feelings of user experience, but also bring a variety of free benefits to users. Based on the related theoretical concepts of attention economics, through the study of the new communication mode of mobile media and the analysis of dynamic scene transformation, this paper expounds the multiple combination and experience of users from behavior to psychological level on the basis of empirical investigation and questionnaire analysis. In addition, when mobile media and lifestyle are integrated, it is also of great significance to study the innovation of media experience mode and the development of experience demand brought about by the development of science and technology in the future to promote the individualization of commodities.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G206-F

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