本文選題：外傾性 + 網(wǎng)絡(luò)規(guī)模��； 參考：《北京郵電大學(xué)》2017年碩士論文

【摘要】：隨著線上社交網(wǎng)絡(luò)的快速發(fā)展和廣泛普及,基于社交網(wǎng)絡(luò)的用戶心理探究和精準(zhǔn)營銷模式分析逐漸成為跨學(xué)科研究關(guān)注的熱點。學(xué)術(shù)界越來越多的學(xué)者將目光放在用戶心理對社交網(wǎng)絡(luò)特征的影響研究上,從而進(jìn)一步尋找針對不同用戶分群的精準(zhǔn)推薦和營銷模式。對線上社交網(wǎng)絡(luò)的相關(guān)研究不應(yīng)該忽略影響其網(wǎng)絡(luò)特征形成的心理因素,因此,本文重點關(guān)注個體個性特質(zhì)對社交網(wǎng)絡(luò)特征的影響,進(jìn)一步完善相關(guān)研究,主要內(nèi)容和成果如下:1、梳理個性特質(zhì)對社交網(wǎng)絡(luò)結(jié)構(gòu)與關(guān)系影響的國內(nèi)外文獻(xiàn)與研究脈絡(luò),同時構(gòu)建外傾性對社交網(wǎng)絡(luò)特征影響作用的研究模型。本文梳理了大五人格和社交網(wǎng)絡(luò)分析領(lǐng)域的相關(guān)文獻(xiàn)與研究演進(jìn)路徑,歸納總結(jié)了大五人格對社交網(wǎng)絡(luò)特征影響的模型和方法,為本文的研究打下堅實的基礎(chǔ)。本文以大五人格中的外傾性為自變量,研究了個體外傾性的差異對其所在自我中心網(wǎng)絡(luò)中結(jié)構(gòu)維度變量(網(wǎng)絡(luò)中心性)和關(guān)系維度變量 (關(guān)系規(guī)模、互動頻率)的影響,通過構(gòu)建影響模型,探索變量之間的關(guān)系。2、通過實證研究探索外傾性對社交網(wǎng)絡(luò)結(jié)構(gòu)與關(guān)系的影響,同時驗證了社交網(wǎng)絡(luò)結(jié)構(gòu)維度與關(guān)系維度之間的關(guān)系。在綜述了前人研究大五人格與社交網(wǎng)絡(luò)特征之間關(guān)系的文獻(xiàn)后,本研究以新浪微博為例,針對外傾性對社交網(wǎng)絡(luò)特征的影響和社交網(wǎng)絡(luò)特征間的關(guān)系提出了四個假設(shè),創(chuàng)新性的探究線上社交網(wǎng)絡(luò)與用戶心理之間以及社交網(wǎng)絡(luò)不同維度指標(biāo)間的關(guān)系。采取發(fā)放調(diào)查問卷和平臺數(shù)據(jù)抓取的形式進(jìn)行數(shù)據(jù)收集,共發(fā)放問卷232份,回收有效問卷211份。后借助SPSS23.0和Smart PLS2.0對研究數(shù)據(jù)進(jìn)行描述性統(tǒng)計分析和推斷性統(tǒng)計分析。數(shù)據(jù)分析結(jié)果表明:(1)外傾性對社交網(wǎng)絡(luò)結(jié)構(gòu)維度指標(biāo)——網(wǎng)絡(luò)中心性和社交網(wǎng)絡(luò)關(guān)系維度指標(biāo)——關(guān)系規(guī)模和互動頻率有顯著正向影響。外傾性高的個體在新浪微博上更容易表現(xiàn)為互粉率高,互動頻繁,社交圈規(guī)模大。(2)社交網(wǎng)絡(luò)結(jié)構(gòu)指標(biāo)——網(wǎng)絡(luò)中心性正向影響社交網(wǎng)絡(luò)關(guān)系維度指標(biāo)——互動頻率。個體在社交網(wǎng)絡(luò)中占據(jù)中心位置時,更容易被網(wǎng)絡(luò)中的其他人信任,他人更愿意與該個體互動。3、通過分析個體個性特質(zhì)對社交網(wǎng)絡(luò)特征的影響進(jìn)一步細(xì)分用戶群,針對不同用戶群進(jìn)行精準(zhǔn)推薦與社交網(wǎng)絡(luò)營銷策略建議。在上述研究結(jié)論的基礎(chǔ)上,從企業(yè)提升服務(wù)價值和商業(yè)價值兩個目的出發(fā),給出了以客戶體驗為重心,制定適合用戶使用習(xí)慣的個性化推薦信息流;站在企業(yè)商業(yè)化角度,深挖企業(yè)擁有的數(shù)據(jù)價值,為自己提供數(shù)據(jù)變現(xiàn)通道,形成業(yè)務(wù)生態(tài)鏈,實現(xiàn)多方共贏;加強與其他企業(yè)合作,提供有價值的數(shù)據(jù),實現(xiàn)大數(shù)據(jù)變現(xiàn),最大概度的發(fā)揮企業(yè)擁有的用戶數(shù)據(jù)的價值等管理建議。
[Abstract]:With the rapid development and popularization of online social networks, the research of user psychology and accurate marketing model based on social networks has gradually become the focus of interdisciplinary research. More and more scholars focus on the impact of user psychology on the characteristics of social networks, so as to further explore the accurate recommendation and marketing model for different user groups. The related research on the online social network should not ignore the psychological factors that affect the formation of its network characteristics. Therefore, this paper focuses on the influence of individual personality traits on the social network characteristics, and further improves the relevant research. The main contents and results are as follows: 1, combing the domestic and foreign literature and research context of the influence of personality traits on the social network structure and relationship, and constructing the research model of the influence of extroversion on the social network characteristics. This paper combs the related literature and the research evolution path in the field of Big five Personality and Social Network Analysis, summarizes the model and method of the influence of Big five Personality on the characteristics of Social Network, and lays a solid foundation for the research of this paper. Taking extroversion in Big five personality as independent variable, this paper studies the influence of individual extroversion on structural dimension variable (network centrality) and relational dimension variable (relationship scale, interaction frequency) in their egocentric network. By constructing the influence model, exploring the relationship between variables. 2. Through empirical research to explore the influence of extroversion on the social network structure and relationship, and to verify the relationship between the social network dimension and the relationship dimension. After summarizing the previous literatures on the relationship between Big five Personality and Social Network characteristics, this study, taking Sina Weibo as an example, puts forward four hypotheses about the influence of extroversion on social network features and the relationship between them. This paper explores the relationship between social network and user psychology and the different dimensions of social network. 232 questionnaires were distributed and 211 valid questionnaires were collected. Then the descriptive statistical analysis and inferential statistical analysis were carried out with SPSS 23.0 and Smart PLS2.0. The results of data analysis show that: (1) extroversion has a significant positive effect on the relationship scale and frequency of social network structure dimension index-network centrality and social network relationship dimension. Individuals with high extroversion are more likely to exhibit high cross-pollination rate, frequent interaction and large scale of social circle on Sina Weibo. (2) the index of social network structure-the positive influence of network centrality on social network relationship dimension index-interaction frequency. When an individual occupies a central position in a social network, he is more likely to be trusted by other people in the network, and others are more willing to interact with the individual. 3. By analyzing the influence of individual personality traits on the characteristics of social network, the user group is further subdivided. For different groups of users for accurate recommendation and social network marketing strategy recommendations. On the basis of the above conclusions, from the two purposes of promoting the service value and the commercial value of the enterprise, this paper puts forward the individualized recommendation information flow, which is based on the customer experience, which is suitable for the user's usage habits, and stands at the angle of the enterprise commercialization. Deeply excavate the data value that the enterprise has, provide the channel of data realization for oneself, form the business ecological chain, realize the multi-win, strengthen the cooperation with other enterprises, provide valuable data, realize the realization of big data, The most general use of the value of user data owned by the enterprise and other management recommendations.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49

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本文編號：2111619