数字杂志平台用户价值与用户忠诚关系实证研究

发布时间：2018-12-25 12:43

【摘要】： 数字杂志是伴随着网络技术的不断革新而出现的一种新的媒体,近年来在我国蓬勃发展,POCO、ZCOM、XPLUS、Chinamaga等数字杂志平台纷纷登台并受到广泛关注。由于数字杂志行业进入门槛低,有的传统媒体甚至舍弃纸质出版。据不完全统计,2006年数字杂志最火热的时候,平台数量超过100个1,使得这一行竞争越发激烈。网络空间的广大性,也造成了用户的流动性在增强,用户是各数字杂志平台商赖以生存、发展的基础,数字杂志平台商们只有稳定了用户群体,才会有稳定的收入来源。因此,平台商必须重视用户价值和用户忠诚。用户是各数字杂志平台商的生存之本,忠诚的用户则是平台商的利润源泉。因此,本文以用户忠诚为切入点,借鉴传统实体行业的用户忠诚度研究成果,以数字杂志平台和数字杂志用户为研究对象,探讨用户价值与用户忠诚作用关系,以帮助各平台商明确问题的症结所在,从而采取有针对性的措施以提高用户的访问率,提高用户保留率,进而达到用户忠诚。纵观国内现有的用户忠诚方面的研究成果,还没有涉及到数字杂志领域的,因此,本文的研究也一定程度上拓展了该领域的相关研究。本文首先对数字杂志市场进行分析,对数字杂志及数字杂志平台进行定义,然后回顾了当今国内外有关用户价值和用户忠诚理论研究文献,结合数字杂志平台的现实情况,总结出用户价值和用户忠诚的测量指标,提出假设并建立模型,采用问卷方式对数字杂志平台用户进行实证测量,运用SPSS 15.0和AMOS 7.0对假设和模型进行验证,结论如下： (1)数字杂志平台功能价值越大,就越能提高用户对该平台的E忠诚。 (2)数字杂志平台情绪价值越大,就越能提高用户对该平台的E忠诚。 (3)数字杂志平台关系价值越大,就越能提高用户对该平台的E忠诚。 (4)三种用户价值对E忠诚的影响是有差异的。 (5)三种用户价值的构成因子对E忠诚的影响是有差异的。
[Abstract]:Digital magazine is a new media with the continuous innovation of network technology. In recent years, the digital magazine platform such as POCO,ZCOM,XPLUS,Chinamaga has come on stage and received wide attention in China. Because of the low entry threshold of the digital magazine industry, some traditional media even abandon paper publishing. According to incomplete statistics, at the height of digital magazines in 2006, there were more than 100 platforms, making the industry even more competitive. The wide nature of cyberspace also makes the mobility of users increase. The users are the basis for the survival and development of digital magazine platforms. Digital magazine platform vendors can only stabilize the user group in order to have a stable source of income. Therefore, the platform vendor must attach importance to user value and user loyalty. Users are the survival of the platform of digital magazines, loyal users are the profit source of the platform. Therefore, this paper takes the user loyalty as the breakthrough point, draws lessons from the traditional real industry user loyalty research results, takes the digital magazine platform and the digital magazine user as the research object, discusses the relationship between the user value and the user loyalty function. In order to help the platform to identify the crux of the problem, so as to take targeted measures to improve the user's access rate, improve the user retention rate, and achieve user loyalty. The research results of user loyalty in China have not been related to the field of digital magazine. Therefore, the research in this paper extends the related research in this field to a certain extent. This paper first analyzes the digital magazine market, defines the digital magazine and digital magazine platform, and then reviews the domestic and foreign literatures on the theory of user value and user loyalty, combining with the reality of the digital magazine platform. This paper summarizes the measurement index of user value and user loyalty, puts forward the hypothesis and establishes the model, uses the questionnaire to measure the users of digital magazine platform, and uses SPSS 15.0 and AMOS 7.0 to verify the hypothesis and model. The conclusions are as follows: (1) the greater the functional value of the digital magazine platform, the greater the E loyalty of the users to the platform. (2) the greater the emotional value of the digital magazine platform, the greater the E loyalty of the users to the platform. (3) the greater the relationship value of the digital magazine platform, the greater the E loyalty of the users to the platform. (4) the influence of three kinds of user value on E loyalty is different. (5) the influence of three components of user value on E loyalty is different.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G237.6

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