本文選題：社交網(wǎng)站 + 用戶參與�。� 參考：《廈門大學(xué)》2014年碩士論文

【摘要】：過去的十余年間,社交網(wǎng)站已成為世界范圍內(nèi)重要的社交網(wǎng)絡(luò)平臺。根據(jù)中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計調(diào)查,截至2013年6月,中國社交網(wǎng)站網(wǎng)民數(shù)量達(dá)到2.88億。然而在社交網(wǎng)站繁榮發(fā)展的同時,社交網(wǎng)站數(shù)量眾多、同質(zhì)化、用戶嚴(yán)重流失等問題也日益凸顯。對于社交網(wǎng)站來說用戶的參與是其繁榮發(fā)展的關(guān)鍵。因此,對于影響用戶參與社交網(wǎng)站行為的研究對社交網(wǎng)站的長期健康發(fā)展具有重要的意義。 社交網(wǎng)站的迅速發(fā)展一方面依靠的是web2.0的技術(shù)支持,另一方面就是用戶的參與。所以本文主要研究的是影響用戶參與社交網(wǎng)站的因素,并采用理論分析和實證相結(jié)合的方法,探討了用戶參與社交網(wǎng)站的影響因素及其對用戶參與行為的影響。本文采用社會交換理論及使用與滿足理論確定影響用戶參與社交網(wǎng)站的兩類因素：成本因素和效益因素,進而提出了這兩類因素對用戶參與社交網(wǎng)站的影響的假設(shè)模型。然后進行問卷設(shè)計,以新浪微博、QQ空間、騰訊微博、人人網(wǎng)等社交平臺為研究對象,通過問卷調(diào)查的方式得到用戶數(shù)據(jù),最后采用結(jié)構(gòu)方程分析本文的研究模型及假設(shè)。結(jié)果表明使用成本、自我發(fā)現(xiàn)和社會認(rèn)同對集體意向存在顯著影響,而且集體意向?qū)τ脩舻膮⑴c行為也存在影響。根據(jù)研究結(jié)果,本文進行了總結(jié)并指出了研究的局限性及進一步的研究方向。該研究結(jié)論不僅豐富了國內(nèi)對社交網(wǎng)站的研究,也可以為后續(xù)研究提供一定的參考。
[Abstract]:Over the past decade or so, social networking sites have become an important social networking platform around the world. As of June 2013, the number of Internet users on China's social networks reached 288 million, according to a survey of Internet developments in China. However, with the prosperity and development of social networking sites, the number of social networking sites is numerous, homogenization, serious loss of users and other problems have become increasingly prominent. For social networking sites, user participation is key to their prosperity. Therefore, the research on the behavior of users participating in social networking sites is of great significance to the long term healthy development of social networks. The rapid development of social networking sites depends on the technical support of web2.0 on the one hand, and user participation on the other. Therefore, this paper mainly studies the factors that affect users' participation in social networking sites, and discusses the influencing factors of users' participation in social networking sites and their influence on user participation behavior by using the method of theoretical analysis and empirical analysis. In this paper, we use the theory of social exchange and the theory of use and satisfaction to determine two kinds of factors that affect users' participation in social networking sites: cost factor and benefit factor, and then propose a hypothetical model of the influence of these two kinds of factors on users' participation in social networking sites. Then the questionnaire is designed, taking social platform such as Sina Weibo QQ space, Tencent Weibo, Renren.com as the research object, the user data is obtained by questionnaire, and the research model and hypothesis of this paper are analyzed by using the structure equation. The results show that use cost, self-discovery and social identity have significant effects on collective intention, and collective intention also has influence on user's participation behavior. Based on the research results, this paper summarizes and points out the limitations of the research and further research direction. This conclusion not only enriches the domestic research on social networking sites, but also provides some reference for further research.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F49

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本文編號：1912086