基于海量日志数据的移动APP用户采纳过程研究

发布时间：2018-08-08 18:14

【摘要】：移动APP市场的迅猛发展吸引了众多开发者前来掘金并带来大量供给,然而用户注意力的稀缺性及手机资源的有限性使得能够获得用户采纳和使用的只有少数APP。本文定性及定量地刻画移动APP用户采纳的整个过程,探讨采纳过程中的用户行为特征:首先通过对76位用户的深度调研构建APP的"用户采纳过程概念模型",将用户对APP的采纳过程凝炼为四个阶段、三次决策、三种流失;其次通过对约两千万移动APP用户行为日志数据的分析和挖掘,揭示移动APP用户生命周期的基本分布特征,确定采纳过程不同阶段的周期及关键时间节点,并分析了采纳过程中的两阶段用户流失率及特征。
[Abstract]:The rapid development of mobile APP market has attracted a lot of developers to come to dig gold and bring a large amount of supply. However, due to the scarcity of user attention and the limitation of mobile phone resources, only a few apps can be adopted and used by users. In this paper, the whole process of mobile APP user adoption is described qualitatively and quantitatively. This paper discusses the characteristics of user behavior in the process of adoption: firstly, through the in-depth investigation of 76 users, the conceptual model of user adoption process of APP is constructed, and the process of APP adoption is condensed into four stages, three decisions and three kinds of loss; Secondly, through the analysis and mining of about 20 million mobile APP user behavior log data, the basic distribution characteristics of mobile APP user life cycle are revealed, and the period and critical time node in different stages of adoption process are determined. The two-stage user wastage rate and its characteristics in the process of adoption are analyzed.
【作者单位】：北京语言大学信息科学学院;中国科学院大学经济与管理学院;中国科学院大数据挖掘与知识管理重点实验室;阿里巴巴集团阿里云计算有限公司;中国医学科学院医学信息研究所;
【基金】：国家自然科学基金项目(71202115;71172199;71573244;71532013) 中央高校基本科研业务专项资金北京语言大学科研项目(14YBB13;15YJ030008;16YJ030001) CCF-腾讯犀牛鸟科研基金(RAGR20150113)
【分类号】：F49

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