【摘要】： 數(shù)字雜志是伴隨著網(wǎng)絡(luò)技術(shù)的不斷革新而出現(xiàn)的一種新的媒體,近年來(lái)在我國(guó)蓬勃發(fā)展,POCO、ZCOM、XPLUS、Chinamaga等數(shù)字雜志平臺(tái)紛紛登臺(tái)并受到廣泛關(guān)注。由于數(shù)字雜志行業(yè)進(jìn)入門(mén)檻低,有的傳統(tǒng)媒體甚至舍棄紙質(zhì)出版。據(jù)不完全統(tǒng)計(jì),2006年數(shù)字雜志最火熱的時(shí)候,平臺(tái)數(shù)量超過(guò)100個(gè)1,使得這一行競(jìng)爭(zhēng)越發(fā)激烈。網(wǎng)絡(luò)空間的廣大性,也造成了用戶的流動(dòng)性在增強(qiáng),用戶是各數(shù)字雜志平臺(tái)商賴以生存、發(fā)展的基礎(chǔ),數(shù)字雜志平臺(tái)商們只有穩(wěn)定了用戶群體,才會(huì)有穩(wěn)定的收入來(lái)源。因此,平臺(tái)商必須重視用戶價(jià)值和用戶忠誠(chéng)。 用戶是各數(shù)字雜志平臺(tái)商的生存之本,忠誠(chéng)的用戶則是平臺(tái)商的利潤(rùn)源泉。因此,本文以用戶忠誠(chéng)為切入點(diǎn),借鑒傳統(tǒng)實(shí)體行業(yè)的用戶忠誠(chéng)度研究成果,以數(shù)字雜志平臺(tái)和數(shù)字雜志用戶為研究對(duì)象,探討用戶價(jià)值與用戶忠誠(chéng)作用關(guān)系,以幫助各平臺(tái)商明確問(wèn)題的癥結(jié)所在,從而采取有針對(duì)性的措施以提高用戶的訪問(wèn)率,提高用戶保留率,進(jìn)而達(dá)到用戶忠誠(chéng)。縱觀國(guó)內(nèi)現(xiàn)有的用戶忠誠(chéng)方面的研究成果,還沒(méi)有涉及到數(shù)字雜志領(lǐng)域的,因此,本文的研究也一定程度上拓展了該領(lǐng)域的相關(guān)研究。 本文首先對(duì)數(shù)字雜志市場(chǎng)進(jìn)行分析,對(duì)數(shù)字雜志及數(shù)字雜志平臺(tái)進(jìn)行定義,然后回顧了當(dāng)今國(guó)內(nèi)外有關(guān)用戶價(jià)值和用戶忠誠(chéng)理論研究文獻(xiàn),結(jié)合數(shù)字雜志平臺(tái)的現(xiàn)實(shí)情況,總結(jié)出用戶價(jià)值和用戶忠誠(chéng)的測(cè)量指標(biāo),提出假設(shè)并建立模型,采用問(wèn)卷方式對(duì)數(shù)字雜志平臺(tái)用戶進(jìn)行實(shí)證測(cè)量,運(yùn)用SPSS 15.0和AMOS 7.0對(duì)假設(shè)和模型進(jìn)行驗(yàn)證,結(jié)論如下： (1)數(shù)字雜志平臺(tái)功能價(jià)值越大,就越能提高用戶對(duì)該平臺(tái)的E忠誠(chéng)。 (2)數(shù)字雜志平臺(tái)情緒價(jià)值越大,就越能提高用戶對(duì)該平臺(tái)的E忠誠(chéng)。 (3)數(shù)字雜志平臺(tái)關(guān)系價(jià)值越大,就越能提高用戶對(duì)該平臺(tái)的E忠誠(chéng)。 (4)三種用戶價(jià)值對(duì)E忠誠(chéng)的影響是有差異的。 (5)三種用戶價(jià)值的構(gòu)成因子對(duì)E忠誠(chéng)的影響是有差異的。
[Abstract]:Digital magazine is a new media with the continuous innovation of network technology. In recent years, the digital magazine platform such as POCO,ZCOM,XPLUS,Chinamaga has come on stage and received wide attention in China. Because of the low entry threshold of the digital magazine industry, some traditional media even abandon paper publishing. According to incomplete statistics, at the height of digital magazines in 2006, there were more than 100 platforms, making the industry even more competitive. The wide nature of cyberspace also makes the mobility of users increase. The users are the basis for the survival and development of digital magazine platforms. Digital magazine platform vendors can only stabilize the user group in order to have a stable source of income. Therefore, the platform vendor must attach importance to user value and user loyalty. Users are the survival of the platform of digital magazines, loyal users are the profit source of the platform. Therefore, this paper takes the user loyalty as the breakthrough point, draws lessons from the traditional real industry user loyalty research results, takes the digital magazine platform and the digital magazine user as the research object, discusses the relationship between the user value and the user loyalty function. In order to help the platform to identify the crux of the problem, so as to take targeted measures to improve the user's access rate, improve the user retention rate, and achieve user loyalty. The research results of user loyalty in China have not been related to the field of digital magazine. Therefore, the research in this paper extends the related research in this field to a certain extent. This paper first analyzes the digital magazine market, defines the digital magazine and digital magazine platform, and then reviews the domestic and foreign literatures on the theory of user value and user loyalty, combining with the reality of the digital magazine platform. This paper summarizes the measurement index of user value and user loyalty, puts forward the hypothesis and establishes the model, uses the questionnaire to measure the users of digital magazine platform, and uses SPSS 15.0 and AMOS 7.0 to verify the hypothesis and model. The conclusions are as follows: (1) the greater the functional value of the digital magazine platform, the greater the E loyalty of the users to the platform. (2) the greater the emotional value of the digital magazine platform, the greater the E loyalty of the users to the platform. (3) the greater the relationship value of the digital magazine platform, the greater the E loyalty of the users to the platform. (4) the influence of three kinds of user value on E loyalty is different. (5) the influence of three components of user value on E loyalty is different.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：G237.6

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