社交媒体用户参与度对付费行为的影响研究

发布时间：2018-06-21 14:41

本文选题：社交媒体 + 参与度　；参考：《北京邮电大学》2015年硕士论文

【摘要】：如今,社交媒体已经无处不在,与人们的生活无缝衔接,不仅是单纯的社交平台,在商业、生活、政治等各方面,也越来越发挥着强大的信息传播作用。社交媒体用户规模呈现了爆发性的增长,用户对于社交媒体的使用主动性和使用意识都在不断提高,但是用户的付费行为并没有随着用户增长而同比例的增长,社交媒体的盈利问题仍然在困扰着社交媒体公司。本文在国内社交媒体的研究情景下,以目前国内用户规模最大,最具有代表性的社交媒体网站——新浪微博为例,从用户对社交媒体的参与度与参与路径出发,构建研究模型,提出研究假设,探究社交媒体用户的参与度对用户付费行为的影响,本文研究内容和研究成果如下： 1、构建了用户对社交媒体的参与层级。本文首先通过对社交网站用户参与行为和参与路径相关研究的综述,总结归纳用户对社交媒体的参与度和参与层级。本文将用户对于社交媒体的参与度和参与层级划分为四个层级,分别是内容消费、内容生产、社区参与和社区领导,并且明确了各层级中用户对于社交媒体的具体参与行为和测度指标,细化了社交媒体用户参与度的研究。 2、构建了社交媒体用户参与度对付费行为的影响研究模型。本文基于对社交媒体参与行为以及用户对社交网站付费行为相关研究,分析社交媒体用户的参与度对社交媒体的付费行为影响机理,构建了社交媒体用户参与度对付费行为的影响研究模型,并提出研究假设。 3、通过实证研究,对社交媒体用户参与度对付费行为的影响模型及假设进行验证。本文通过对所采集的新浪微博用户的参与行为数据进行分析,对模型和假设进行验证。结果表明：1)用户的参与度与用户购买会员的行为呈正相关关系。用户参与度越高,用户购买会员的可能性更大,正相关性最强的是社区领导层级,依次是社区参与、内容生产和内容消费。如果用户在较高的层级参与行为更多,更活跃,该用户付费的可能性就会更大；2)用户参与度与因短期免费试用而决定购买增值业务正相关关系。参与度越高,用户付费所需的免费时间更少,正相关程度最高的是社区领导层级,依次是社区参与、内容生产和内容消费,如果用户较高层级的参与行为更加活跃,参与行为更多,该用户购买会员所需的免费使用时间可能更短。 4、提出相应的营销策略启示。在上述研究结论的基础上,从社交媒体用户参与度对付费行为影响的角度出发,对社交媒体网站提出有针对性的营销策略建议。
[Abstract]:Nowadays, social media is everywhere and connected seamlessly with people's life. It is not only a simple social platform, but also plays a more and more important role in information dissemination in business, life, politics and so on. The number of social media users has increased dramatically, and the initiative and awareness of the use of social media has been increasing, but the payment behavior of social media users has not increased in the same proportion with the increase in the number of users. The profitability of social media continues to plague social media companies. Under the research situation of domestic social media, taking Sina Weibo, the largest and most representative social media website in China at present, as an example, starting from the participation degree and path of social media, the research model is constructed. The research hypotheses are put forward to explore the influence of social media users' participation on user pay behavior. The research contents and results are as follows: 1. The level of users' participation in social media is constructed. Firstly, this paper summarizes the participation degree and level of user participation in social media through a review of the research on user participation behavior and participation path of social networking sites. In this paper, users' participation in social media is divided into four levels: content consumption, content production, community participation and community leadership. And defined the specific participation behavior and measurement indicators of social media users in each level, refined the research on social media user participation. 2, constructed the social media user participation to pay for the impact of research model. Based on the research of social media participation behavior and user paying behavior to social network, this paper analyzes the influence mechanism of social media user participation on social media paying behavior. The research model of the influence of social media user participation on paying behavior is constructed, and the research hypotheses are put forward. 3. Through empirical research, the model and hypothesis of social media user participation on payment behavior are verified. This paper analyzes the participating behavior data of Sina Weibo users and verifies the model and hypothesis. The results show that the participation of the user is positively correlated with the behavior of the user. The higher the level of user participation, the greater the possibility of user buying members, and the most positive correlation is community leadership level, community participation, content production and content consumption. If the user is more engaged and active at a higher level, the user is more likely to pay) the degree of user participation is positively related to the decision to buy value-added business as a result of a short-term free trial. The higher the level of participation, the less free time it takes for users to pay, and the highest level of positive correlation is at the community leadership level, followed by community participation, content production and content consumption, if the user's higher level of participation is more active. The participation behavior is more, the free use time that this user buys member may be shorter. 4, put forward the corresponding marketing strategy enlightenment. On the basis of the above conclusions, from the point of view of the influence of social media user participation on paying behavior, this paper puts forward targeted marketing strategies for social media websites.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

【参考文献】