大学生微信平台新闻消费研究

发布时间：2018-07-05 18:22

  本文选题：大学生 + 微信新闻　； 参考：《郑州大学》2017年硕士论文

【摘要】：随着微信的不断发展和影响力的扩大,微信对于用户的意义已不再局限于“社交工具”,尤其是微信公众平台推出之后,用户可以通过微信订阅号获取新闻,还可以通过微信朋友圈和好友间消息发送的方式分享各种新闻链接,微信的媒体功能越来越凸显。移动化的新闻消费模式得益于移动化硬件和软件的发展,微信新闻消费越来越普及。微信新闻在信息传播过程中扮演着越来越重要的角色,对受众尤其是大学生的新闻消费产生着潜移默化的影响。本文以微信新闻为研究对象,从新闻消费的视角,以年轻人中的大学生群体作为调查对象。通过梳理相应参考文献,对相关概念进行了阐述,采用深度访谈法和问卷调查法对大学生微信用户新闻消费情况进行了系统的调查,共获得有效研究样本502份。对于调查问卷的统计结果,本文以使用与满足理论、马斯洛需求层次理论和经济学中相关消费理论等为理论基础,主要从载体、媒体和受众三个层面分析大学生微信用户的新闻消费现状。通过以上研究可以发现:对大学生群体而言,微信新闻消费具有广泛的时间和空间分布;对微信新闻的消费以阅读行为为主,社交行为为辅。载体的便捷性和丰富性与大学生微信新闻消费呈正相关;感知媒体的特征和对媒体美誉度、知名度、内容、形式等的评价对大学生微信新闻消费产生正向影响;大学生参与、选择、竞争、从众、形象、压力、习惯等消费心理对微信新闻消费影响较大。针对微信新闻消费在满足大学生需求方面存在的一些不足,本文主要从提升新闻消费的互动性与参与度、平衡强制推送与用户的消费习惯、调和新闻消费的及时性与可信度、注重新技术的应用以及产品优化等四个方面提出了改进建议,为微信新闻更好的满足大学生的消费需求提供了参考。
[Abstract]:With the continuous development of WeChat and the expansion of its influence, the meaning of WeChat to users is no longer limited to "social tools", especially after the launch of WeChat public platform, users can get news through WeChat Subscription account. WeChat can also share all kinds of news links by sending messages between friends and friends. WeChat's media function is becoming more and more prominent. The mobile news consumption pattern benefits from the development of mobile hardware and software, and WeChat news consumption is becoming more and more popular. WeChat news plays a more and more important role in the process of information dissemination, and has a subtle influence on the news consumption of the audience, especially the college students. In this paper, WeChat News as the research object, from the perspective of news consumption, young college students as the research object. Through combing the relevant reference literature, this paper expounds the related concepts, and makes a systematic investigation on the news consumption of college students' WeChat users by using the method of in-depth interview and questionnaire, and obtains 502 effective research samples. The statistical results of the questionnaire are based on the theory of use and satisfaction, Maslow's hierarchy of demand theory and related consumption theory in economics. Media and audience three levels analysis of college students WeChat users of news consumption. Through the above research, we can find that the consumption of WeChat news has a wide distribution of time and space for college students, and the consumption of WeChat news is mainly about reading behavior, supplemented by social behavior. Carrier convenience and richness and college students WeChat news consumption positive correlation; perceived media characteristics and media reputation, popularity, content, form and other evaluation of university students WeChat news consumption has a positive impact; college students participate, Choice, competition, conformity, image, pressure, habits and other consumer psychology have a greater impact on WeChat news consumption. In view of the shortcomings of WeChat news consumption in meeting the needs of college students, this paper mainly discusses how to improve the interaction and participation of news consumption, balance the consumption habits of forced push and users, and reconcile the timeliness and credibility of news consumption. Four suggestions are put forward to improve the application of new technology and product optimization, which provides a reference for WeChat News to better meet the consumption needs of college students.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G645.5
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本文编号：2101275