基于成本效益角度的用户社交网站参与研究

发布时间：2018-05-19 23:07

本文选题：社交网站 + 用户参与　；参考：《厦门大学》2014年硕士论文

【摘要】：过去的十余年间,社交网站已成为世界范围内重要的社交网络平台。根据中国互联网络发展状况统计调查,截至2013年6月,中国社交网站网民数量达到2.88亿。然而在社交网站繁荣发展的同时,社交网站数量众多、同质化、用户严重流失等问题也日益凸显。对于社交网站来说用户的参与是其繁荣发展的关键。因此,对于影响用户参与社交网站行为的研究对社交网站的长期健康发展具有重要的意义。社交网站的迅速发展一方面依靠的是web2.0的技术支持,另一方面就是用户的参与。所以本文主要研究的是影响用户参与社交网站的因素,并采用理论分析和实证相结合的方法,探讨了用户参与社交网站的影响因素及其对用户参与行为的影响。本文采用社会交换理论及使用与满足理论确定影响用户参与社交网站的两类因素：成本因素和效益因素,进而提出了这两类因素对用户参与社交网站的影响的假设模型。然后进行问卷设计,以新浪微博、QQ空间、腾讯微博、人人网等社交平台为研究对象,通过问卷调查的方式得到用户数据,最后采用结构方程分析本文的研究模型及假设。结果表明使用成本、自我发现和社会认同对集体意向存在显著影响,而且集体意向对用户的参与行为也存在影响。根据研究结果,本文进行了总结并指出了研究的局限性及进一步的研究方向。该研究结论不仅丰富了国内对社交网站的研究,也可以为后续研究提供一定的参考。
[Abstract]:Over the past decade or so, social networking sites have become an important social networking platform around the world. As of June 2013, the number of Internet users on China's social networks reached 288 million, according to a survey of Internet developments in China. However, with the prosperity and development of social networking sites, the number of social networking sites is numerous, homogenization, serious loss of users and other problems have become increasingly prominent. For social networking sites, user participation is key to their prosperity. Therefore, the research on the behavior of users participating in social networking sites is of great significance to the long term healthy development of social networks. The rapid development of social networking sites depends on the technical support of web2.0 on the one hand, and user participation on the other. Therefore, this paper mainly studies the factors that affect users' participation in social networking sites, and discusses the influencing factors of users' participation in social networking sites and their influence on user participation behavior by using the method of theoretical analysis and empirical analysis. In this paper, we use the theory of social exchange and the theory of use and satisfaction to determine two kinds of factors that affect users' participation in social networking sites: cost factor and benefit factor, and then propose a hypothetical model of the influence of these two kinds of factors on users' participation in social networking sites. Then the questionnaire is designed, taking social platform such as Sina Weibo QQ space, Tencent Weibo, Renren.com as the research object, the user data is obtained by questionnaire, and the research model and hypothesis of this paper are analyzed by using the structure equation. The results show that use cost, self-discovery and social identity have significant effects on collective intention, and collective intention also has influence on user's participation behavior. Based on the research results, this paper summarizes and points out the limitations of the research and further research direction. This conclusion not only enriches the domestic research on social networking sites, but also provides some reference for further research.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F49

【参考文献】