面向社会化媒体营销的用户信息行为研究

发布时间：2018-12-12 08:57

【摘要】：随着社会化媒体的蓬勃发展,越来越多的企业加入到社会化媒体营销的大潮中。同时,社会化媒体的出现,使用户信息行为发生了重大的变化,用户获取营销信息变得更加快捷和便利。本文对社会化媒体营销环境下用户的信息获取、信息分享、信息利用行为进行了研究,同时探讨了哪些因素会影响用户的信息行为。研究希望帮助用户可以更好地利用社会化媒体获取信息,提高信息的利用程度;同时帮助企业了解用户信息需求和信息行为的特点,为用户提供更好的信息服务。在总结社会化媒体的特点及社会化媒体环境下用户行为特点的基础上,本文首先选取了国内近几年发展迅速,最具影响力的两个社会化媒体平台——微博和微信,从用户群体、信息服务功能、信息传播方式、案例分析四个方面对其进行比较分析,对微博和微信两个平台的特点进行了多维的总结。然后采用问卷的方法对微博和微信的用户进行了调查,从用户基本特征、使用情况、信息行为的特征、信息行为影响因素以及用户对微博和微信平台认知五部分进行数据调查。接着对调查的问卷数据进行了描述统计和因子分析,总结出微博和微信两个平台用户主要的信息行为特征、影响因素和用户对两个平台的认知和使用偏好。最后结合信息行为的分析结果及影响因子构建了面向社会化媒体营销的用户信息行为影响因素模型。在此基础上对社会化媒体运营商如何激励和引导用户的信息行为,优化信息服务提出建议。
[Abstract]:With the vigorous development of social media, more and more enterprises join the trend of social media marketing. At the same time, with the appearance of social media, the information behavior of users has changed greatly, and it is more convenient for users to obtain marketing information. This paper studies the behavior of users' information acquisition, information sharing and information utilization in the marketing environment of social media, and discusses what factors will affect the information behavior of users. The research hopes to help users to use social media to obtain information, improve the degree of information utilization, help enterprises understand the characteristics of users' information needs and behaviors, and provide users with better information services. On the basis of summing up the characteristics of social media and the characteristics of user behavior under the social media environment, this paper firstly selects two social media platforms, Weibo and WeChat, which have developed rapidly and have the most influence in China in recent years. The function of information service, the mode of information dissemination and the case analysis are compared and analyzed, and the characteristics of Weibo and WeChat are summarized. Then the users of Weibo and WeChat were investigated by questionnaire. The data were investigated from five parts: the basic characteristics of users, the usage, the characteristics of information behavior, the influencing factors of information behavior, and the users' cognition of Weibo and WeChat platform. Then, the questionnaire data are described and analyzed, and the main information behavior characteristics, influencing factors and users' cognition and usage preferences of Weibo and WeChat are summarized. Finally, based on the results of information behavior analysis and influencing factors, a model of user information behavior influencing factors for social media marketing is constructed. On this basis, some suggestions on how social media operators can motivate and guide users' information behavior and optimize information services are put forward.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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