百度视频PC端用户点击行为及影响因素研究

发布时间：2018-03-07 02:30

本文选题：百度视频PC端　切入点：用户点击行为　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着智能手机的普及和移动通讯网络环境的不断完善,越来越多的网民从PC端转向移动端,这对PC端的发展造成了严重冲击和挑战。在PC端和移动端长期并存和相互竞争的形势下,PC端要想突破困境寻求发展就必须转变思维观念以用户为核心,准确把握用户的行为规律和真正需求,有针对性的做出改进和提升。根据最新的一份调查研究统计,直到2016年6月,我国网民的数量已经达到7.10亿,网络视频用户数量与去年相比增加1000万达到5.14亿,用户对网络视频的使用率高达72.4%。网络视频已经成为大众休闲娱乐的重要渠道,用户在网络视频与其他平台的相互转换过程中表现出各种各样的用户行为,对这些用户行为的分析对网络视频平台的用户管理、规划以及业务改进甚至整个网络视频行业的发展有重要的意义。本文从国内最大的聚合类视频平台百度视频PC端入手,首先对百度视频PC端用户现状进行介绍。进而对用户点击行为这一核心用户行为进行分类研究和特点分析,通过问卷调查的方式对影响百度视频PC端用户点击行为的几大因素进行实证研究,最后综合以上分析提出了相应的改进建议,希望能够对百度视频PC端的发展提供帮助,对后续的研究者提供启发和借鉴。
[Abstract]:With the popularity of smart phones and the continuous improvement of mobile communication network environment, more and more Internet users turn from PC to mobile. This has caused serious impact and challenge to the development of PC terminal. In the situation that PC terminal and mobile terminal coexist and compete with each other for a long time, if the PC terminal wants to break through the predicament and seek development, it must change the thinking concept and take the user as the core. According to the latest survey and statistics, by June 2016, the number of Internet users in China had reached 710 million. The number of Internet video users has increased by 10 million to 514 million compared with last year, and the usage rate of online video is as high as 72.4 percent. Internet video has become an important channel for mass entertainment. In the process of conversion between network video and other platforms, users show a variety of user behavior. The analysis of these user behaviors to the network video platform user management, Planning and business improvement and even the development of the entire network video industry is of great significance. This paper starts with Baidu Video PC, the largest convergent video platform in China. First of all, it introduces the current situation of Baidu video PC users, and then classifies and analyzes the core user behavior of user click behavior. Through the way of questionnaire investigation, this paper makes an empirical study on several factors that affect the user's click behavior of Baidu video PC terminal. Finally, it synthesizes the above analysis and puts forward corresponding suggestions for improvement, hoping to provide help for the development of Baidu video PC terminal. To provide inspiration and reference to the follow-up researchers.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;G206

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