移动定位社交产品用户价值研究——基于手段—目的链视角

发布时间：2018-01-08 13:08

本文关键词：移动定位社交产品用户价值研究——基于手段—目的链视角　出处：《重庆邮电大学学报(社会科学版)》2016年04期 　论文类型：期刊论文

【摘要】：为深入研究用户使用移动定位社交产品所传达的个人行为,采用手段—目的链理论和方法,以移动定位社交产品为对象,探究了移动定位社交产品属性、体验结果和个人价值之间的关系,并采用因子分析和相关分析法验证了三要素之间存在显著正相关的关系。研究发现,用户使用移动定位社交产品重视的产品属性为移动定位社交、生活服务和定位服务,其中最重视的是移动社交功能。文章提出要以产品属性或者体验结果来满足个人价值,关键在对产品属性、体验结果和个人价值的联结认知;形成了移动定位社交产品用户价值层级图,探讨了用户最关注的产品属性、体验结果和个人价值要素和最关注的核心路径;基于此提出了改善移动定位社交产品设计营销和市场细分的参考建议。
[Abstract]:For individual behavior in-depth study of users using mobile positioning to convey the social products, the means end chain theory and method to mobile social positioning products as the object, to explore the mobile positioning social product attributes, the relationship between experience and personal values, and using factor analysis and correlation analysis method to verify the existence of significant positive correlation of the three elements. The study found that product attributes of users using mobile social product positioning for mobile location-based social attention, service life and positioning services, which is the most important function of mobile social networking. This paper proposed to meet the individual value of product attributes or experience, the key to product attributes, experience and results in connectionist cognitive the value of the individual; the formation of mobile social product positioning user value hierarchy diagram, discusses the product attributes of users are most concerned about the results, experience and personal price Value elements and the core path of attention. Based on this, some suggestions are proposed to improve the design marketing and market segmentation of mobile positioning social products.

【作者单位】：重庆邮电大学经济管理学院;
【基金】：工业与信息化部通信软课题(2014-R-4) 重庆市社会科学规划培育项目(2015PY33)
【分类号】：TB47
【正文快照】： 随着近年来移动社交用户的持续增加,提供移动定位服务的社交应用的数量也在不断增长。移动定位社交是将定位服务、社交服务与本地生活服务结合在一起的新型移动社交应用,它已经成为移动社交中最受欢迎的细分社交应用之一。根据艾瑞数据显示,2013年下半年中国移动社交应用TOP5

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