基于兴趣图谱的社交产品设计策略研究

发布时间：2018-08-22 13:40

【摘要】：随着互联网时代的到来与蓬勃发展,社交网络从形式(载体)到内容都在逐步发生改变。基于现实熟人关系搭建的社交网络已经进入平稳发展阶段,并因为面临着信息繁冗与严重碎片化、强关系连接带来的高社交成本、有针对性的个性化内容缺失这三大问题而面临发展瓶颈。由兴趣图谱聚合的社交网络发展迅猛。本课题希望通过解读用户使用兴趣社交网络过程中对体验造成影响的因素,对这些因素进行归类整理以及权重排序,最终构建出相应的体验模型,归纳出针对兴趣社交产品不同使用阶段的设计功能类型,并产出对应的设计策略,指导设计实践。首先,在第三章的研究中,作者通过文献阅读与整理、案例分析讨论等多种方式,归纳总结出个人兴趣发展的三阶段与社交网络中用户使用行为的三阶段,并将二者进行一一对应。即情境兴趣激发阶段对应用户采纳行为阶段,情境兴趣维持阶段对应用户信息、社交、娱乐行为阶段,个体兴趣形成与发展阶段对应用户可持续使用行为阶段。将各阶段的影响因素进行导入后重组,最终从用户性格(Personality)、用户感知(user Perception)、产品情境(Situation)、社会环境(social Environment)四个方面生成基于兴趣图谱的社交产品使用影响因素PPSE模型;在第四章中,基于PPSE模型,作者通过群体细分、情境访谈、问卷等方式对模型可信度进行验证与修改,并最终得到了可以指导设计的影响因素PSE模型;第五章则是在PSE模型的基础上,针对兴趣社交三阶段进行了设计策略的产出。其中尝试使用阶段的策略包括基于主观规范与用户认同的产品定位传达、强针对性的产品功能架构搭建、轻松有趣的产品使用感受打造三部分。有意识地使用阶段的设计策略包括内容呈现的吸引性与适度性平衡、用户参与程度的强化机制、增值服务的多元化与深度化。可持续使用阶段的设计策略包括用户期望价值指导下的产品迭代、产品与用户共呼吸——归属感营造这两个部分。并在最后通过一个简短的设计优化实践,验证了设计策略的可行性。本课题探索了使不同兴趣等级的用户在兴趣社交网络中激发情境兴趣、维持情境兴趣、形成个体兴趣、发展个体兴趣的设计策略与方法,保障了不同个体在相应阶段产生的需求都能被产品适度满足并最终产生归属感,从而达到产品角度的用户强粘度与高活跃度。
[Abstract]:With the advent and vigorous development of the Internet era, social networks from form (carrier) to content are gradually changing. The social network based on the real acquaintance relationship has entered a stable stage of development, and because of the information redundancy and serious fragmentation, strong relationship connection brings high social cost. Facing the bottleneck of development, there are three problems about the lack of individualized content. Social networks converging on interest profiles are growing rapidly. The purpose of this paper is to analyze the factors that affect the experience in the process of users' use of interesting social networks, classify and sort these factors, and finally construct the corresponding experience model. The design function types of different use stages of social products are summarized and the corresponding design strategies are produced to guide the design practice. First of all, in the third chapter, the author summarizes the three stages of personal interest development and the user's use behavior in social network by reading and sorting out the literature, case analysis and discussion, etc. And the two one-to-one correspondence. In other words, the motivating stage of situational interest corresponds to the stage of user's adopting behavior, the stage of maintaining situational interest corresponds to the stage of user information, the stage of social and entertainment behavior, the stage of individual interest formation and the stage of development corresponding to the stage of user's sustainable use behavior. The influencing factors of each stage are imported and recombined, and finally the PPSE model of influencing factors of social product use based on interest map is generated from the four aspects of (Personality), user's perception of (user Perception), product situation, (Situation), social environment (social Environment). Based on the PPSE model, the author verifies and modifies the credibility of the model through group segmentation, situational interviews and questionnaires, and finally obtains the PSE model, which can guide the design of the model. Chapter five is based on the PSE model. The output of the design strategy for the three stages of interest and social interaction is carried out. The strategy of using phase includes three parts: product orientation and communication based on subjective criterion and user identity, strong targeted product function structure, easy and interesting product usage feeling. The design strategy of conscious use stage includes the balance between attraction and moderation of content presentation, the strengthening mechanism of user participation, and the diversification and depth of value-added service. The design strategy of the sustainable use phase includes the product iteration guided by the user's expectation value, and the product and the user's common breathing-sense of belonging. Finally, through a brief design optimization practice, the feasibility of the design strategy is verified. This paper explores the design strategies and methods for users of different interest levels to stimulate situational interest, maintain situational interest, form individual interest and develop individual interest in the social network of interest. It ensures that the demand generated by different individuals in the corresponding stage can be moderately satisfied by the product and eventually produce a sense of belonging, thus achieving the strong viscosity and high activity of the user in the product angle.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB472

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