音乐APP在社交平台传播推广的用户行为分析

发布时间：2018-01-03 21:45

本文关键词：音乐APP在社交平台传播推广的用户行为分析　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来社交网络快速发展,社交平台的用户流量巨大,在全民社交网络时代用户分享应用消息数量与日俱增,如今社交平台分享应用对APP的传播逐渐代替传统的广告营销,甚至有时可以决定一款APP的成败,因此在音乐应用发展迅速、竞争激烈的背景下,本文从微博这一主流社交网络平台入手,提出音乐应用开发商可以利用微博来对音乐APP进行有效推广。本文介绍了微博、音乐APP的现状,社交平台数据获取技术以及用户行为动力学理论,分析了微博用户分享应用行为的影响因素,找到对其产生影响的用户特征,接着根据分析构建用户选择行为模型,通过路径分析和用户兴趣驱动理论论证了模型,根据采集到的数据对模型进行了实证,从而明确影响微博用户分享应用行为的影响因素,应用开发商可以通过对影响因素的控制来实现对音乐APP的推广。本文克服了新浪微博的限制,通过网络爬虫以及API接口获取了研究所需的用户特征。对音乐APP进行传播推广的关键是增强用户微博分享应用消息的行为,因此将用户分享音乐APP行为的影响因素分为两部分,分别分析了用户分享时间间隔的影响因素和微博关注数影响因素,应用SPSS进行相关性分析和统计分析等来找寻可能的影响因素。本文根据影响因素分析结果提出了社交平台音乐APP用户选择行为模型,通过AMOS进行路径分析修正了微博关注数因素链,通过兴趣驱动理论结合社交平台特点加入社会关注作为变量,论证了用户分享音乐应用消息获得的关注数会对用户的分享行为产生积极的影响。本文揭示了用户行为与消息分享传播之间的关系,为以后研究社交平台用户行为提供了方法参考,同时为音乐开发商的运营推广提供建议策略。
[Abstract]:In recent years, with the rapid development of social network, the user traffic of social platform is huge. In the era of social network, the number of users sharing application messages is increasing. Nowadays, the spread of social platform sharing apps to APP is gradually replacing the traditional advertising marketing, and sometimes it can even determine the success or failure of a APP. Therefore, in the context of the rapid development of music applications, the competition is fierce. This paper starts with Weibo, a mainstream social network platform, and points out that music application developers can use Weibo to promote music APP effectively. This paper introduces Weibo, the current situation of music APP. Social platform data acquisition technology and user behavior dynamics theory, analysis of Weibo user sharing application behavior factors, to find the impact of user characteristics. Then the user choice behavior model is constructed according to the analysis, the model is demonstrated by path analysis and user interest driven theory, and the model is demonstrated according to the collected data. In order to clearly affect Weibo user sharing application behavior factors, application developers can control the impact factors to achieve the promotion of music APP. This paper overcomes the limitation of Sina Weibo. Through the web crawler and API interface to obtain the required user characteristics. The key to spread and promote the music APP is to enhance the user Weibo sharing application messages behavior. Therefore, the influencing factors of user sharing music APP behavior are divided into two parts, and the influencing factors of user sharing time interval and Weibo attention number are analyzed respectively. Based on the results of SPSS correlation analysis and statistical analysis to find the possible factors, this paper puts forward a social platform APP user choice behavior model. Through the path analysis of AMOS, Weibo's attention chain is revised, and social attention is added as a variable through interest driven theory combined with the characteristics of social platform. It is demonstrated that the number of attention gained by the user sharing music application will have a positive impact on the user's sharing behavior. This paper reveals the relationship between user behavior and message sharing propagation. It provides a method reference for the later study of social platform user behavior, and also provides suggestions for music developers to promote their operation.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J605;G206

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