注意力经济语境下移动媒体的体验消费研究
发布时间：2019-06-20 02:21
【摘要】：随着互联网井喷式的发展和人们生活方式的改变,智能手机的普及度及移动传播所带来的创新体验程度都在与日俱增。人类经济的发展经历了天然的农业经济,标准的工业化经济,人性化的服务经济,直至如今追求个性化的体验经济。在信息爆炸,注意力短缺的网络经济环境下,用户更加注重消费时带来的体验和感受,而媒体在体验消费的建构中起了强化和扩展作用。基于移动媒体场景切换的用户体验式创新传播和产品已在新闻、社交、服务、广告和移动支付等多个领域渗透,不仅拓展了用户在线多媒体多感官体验,而且有效整合线下资源,创造了用户的复合性体验。移动体验是一个注意力交易市场,基于注意力的“货币化”与媒介的“去货币化”功能,商家在满足用户体验感受的同时,也给用户带去了各式各样的免费福利。本文基于注意力经济学的相关理论概念,通过对移动媒体的新型传播方式和动态场景转换分析的研究,在实证调研和问卷分析的基础上阐述了用户在进行媒介使用时从行为到心理层面的多重复合与体验感受。此外,当移动媒介和生活方式融为一体时,研究未来科技发展所带来的媒介体验模式创新和体验需求发展对商品个性化的推动也具有重要的意义。
[Abstract]:With the development of Internet blowout and the change of people's way of life, the popularity of smart phones and the degree of innovative experience brought by mobile communication are increasing day by day. The development of human economy has experienced natural agricultural economy, standard industrial economy, humanized service economy, until now the pursuit of personalized experience economy. In the network economy environment of information explosion and attention shortage, users pay more attention to the experience and feeling brought about by consumption, and the media plays a strengthening and expanding role in the construction of experience consumption. Users' experiential innovative communication and products based on mobile media scene switching have penetrated into many fields, such as news, social interaction, service, advertising and mobile payment, which not only expand the online multimedia multi-sensory experience, but also effectively integrate offline resources and create a composite experience for users. Mobile experience is an attention trading market. Based on the "monetization" of attention and the "de-monetization" function of media, businesses not only meet the feelings of user experience, but also bring a variety of free benefits to users. Based on the related theoretical concepts of attention economics, through the study of the new communication mode of mobile media and the analysis of dynamic scene transformation, this paper expounds the multiple combination and experience of users from behavior to psychological level on the basis of empirical investigation and questionnaire analysis. In addition, when mobile media and lifestyle are integrated, it is also of great significance to study the innovation of media experience mode and the development of experience demand brought about by the development of science and technology in the future to promote the individualization of commodities.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206-F
本文编号：2502834
[Abstract]:With the development of Internet blowout and the change of people's way of life, the popularity of smart phones and the degree of innovative experience brought by mobile communication are increasing day by day. The development of human economy has experienced natural agricultural economy, standard industrial economy, humanized service economy, until now the pursuit of personalized experience economy. In the network economy environment of information explosion and attention shortage, users pay more attention to the experience and feeling brought about by consumption, and the media plays a strengthening and expanding role in the construction of experience consumption. Users' experiential innovative communication and products based on mobile media scene switching have penetrated into many fields, such as news, social interaction, service, advertising and mobile payment, which not only expand the online multimedia multi-sensory experience, but also effectively integrate offline resources and create a composite experience for users. Mobile experience is an attention trading market. Based on the "monetization" of attention and the "de-monetization" function of media, businesses not only meet the feelings of user experience, but also bring a variety of free benefits to users. Based on the related theoretical concepts of attention economics, through the study of the new communication mode of mobile media and the analysis of dynamic scene transformation, this paper expounds the multiple combination and experience of users from behavior to psychological level on the basis of empirical investigation and questionnaire analysis. In addition, when mobile media and lifestyle are integrated, it is also of great significance to study the innovation of media experience mode and the development of experience demand brought about by the development of science and technology in the future to promote the individualization of commodities.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206-F
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