基于社会网络分析的用户研究方法及其应用

发布时间：2018-10-12 12:14

【摘要】：随着互联网行业近几年的快速发展,各种各样的互联网产品如雨后春笋般涌现,人们的需求也向多维度、深层次方向发展。用户体验成为产品设计的重中之重,越来越多的企业注重以用户为导向,用户研究成为保证产品成功的一大利器。互联网产品可以分为用户产品和商业产品,目前国内的用户研究领域的相关理论和方法主要针对用户产品。商业产品的起步较晚,且在研发与设计的过程中往往过于重视技术与利益,而忽视了用户体验,缺乏针对商业产品的用户研究理论和方法,是目前国内用户研究领域的一个空缺。本文以用户研究为基础,通过分析目前用户研究理论方法中的优劣势,结合互联网商业产品的特点,提出将社会网络分析的相关理论和方法引入用户研究,旨在建立一个有效、科学并且针对互联网商业产品的用户研究的新方法,从而提升产品的用户体验。社会网络分析从人类行为的社会性出发,以网络的视角来理解人们之间的交互关系,强调社会关系的结构决定社会关系的内容。本文提出的基于社会网络分析的用户研究方法立足于解决目前互联网商业产品用户研究中的两个主要问题：一是如何有效的进行数据收集,特别是针对关系数据；二是如何运用社会网络指标和量化方法进行数据分析,并得到有价值的研究结果。针对这两个问题,提出了一套基于社会网络分析的用户研究方法。首先将研究前的准备进行规范化,强调研究目标和研究对象的重要性；其次以深度访谈法为主、亲和图法为辅收集所需信息,运用矩阵和社群图的方法,将收集到的数据进行储存和图形化显示；然后详细探讨了如何运用社会网络分析中的各项指标对收集到的数据进行分析,从而有效的指导产品的用户体验设计。最后,为了验证本文提出的研究方法的可行性,在第五章中以百度文字广告投放系统为例,将本套基于社会网络分析的用户研究方法运用到了实际的调研项目之中,本文会对部分的研究内容进行具体的介绍。
[Abstract]:With the rapid development of the Internet industry in recent years, various kinds of Internet products have sprung up like spring bamboo shoots, and people's demand is also developed in a multi-dimensional and deep direction. User experience becomes the top priority of product design, more and more enterprises focus on user-oriented, user research becomes a powerful tool to ensure product success. Internet products can be divided into user products and commercial products, and relevant theories and methods in domestic user research fields are mainly directed to user products. The starting of commercial products is late, and it is often too much attention to technology and interests in the process of R & D and design, but the user experience is neglected, and the lack of user research theory and method aiming at commercial products is one of the current domestic user research fields. Based on the user research, this paper analyzes the advantages and disadvantages of the current user research theory, combines the characteristics of Internet commercial products, puts forward the relevant theories and methods of social network analysis to the user research, and aims to establish an effective method. Science and a new method of user research for Internet commerce products, thus improving the user experience of the product. Social network analysis starts from the sociality of human behavior, understands people's interaction relationship with the view of network, emphasizes the structure of social relations decides the content of social relations. In this paper, based on the social network analysis, the user research method based on the social network analysis is based on the current Internet commercial product user research two main problems: how to effectively carry on the data collection, especially to the relation Data; how to use social network index and quantitative method to analyze data, and get valuable research As a result, a set of user research based on social network analysis is put forward aiming at these two problems. The method includes the following steps: firstly, standardizing the preparation before the research, emphasizing the importance of the research object and the research object; secondly, taking the depth mapping method as the main method and the affinity graph method as the auxiliary to collect the required information, and using the method of the matrix and the community diagram to store and map the collected data; Then discuss how to use the indexes in social network analysis to analyze the collected data, thus effectively guiding the user experience of the product. In the end, in order to verify the feasibility of the research method proposed in this paper, in the fifth chapter, the user research method based on social network analysis is applied to the actual adjustment in order to verify the feasibility of the research method proposed in this paper. In the research project, this paper will carry out the research content of the part
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J50

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