微信红包青年用户体验调查研究

发布时间：2018-08-25 14:54

【摘要】：微信红包根源于移动互联网金融,并被赋予中国传统红包文化内涵,是传统文化与互联网相结合的新产品、新现象。本研究运用问卷调查法,分析微信红包青年用户的使用情况。调查发现,微信红包的用户数量在2015年春节期间呈爆发式增长,其与春晚的合作是重要推动力;微信红包同时具有社交和金融属性,用户之间的资金交易额度较小,但使用频率和用户粘性较高。微信红包也面临着一些挑战,如更新迭代的压力、如何将品牌商曝光率转化为使用率、如何提高产品的不可替代性、如何保障用户资金和信息安全、如何规避违法犯罪行为等。总体来说,现阶段,微信红包提供了较好的用户体验。面对激烈的市场竞争,微信红包应在雄厚的社交基础上,提高功能更新迭代的速度,整合内外有效资源,拓宽传播渠道,延长生命周期。
[Abstract]:WeChat red packet originated from mobile internet finance and was endowed with the connotation of Chinese traditional red envelopes culture. WeChat red packet is a new product and new phenomenon which combines traditional culture with Internet. This study uses questionnaire to analyze the use of WeChat red packet's young users. The survey found that WeChat red packet's number of users exploded during the 2015 Spring Festival, and that its cooperation with the Spring Festival Gala was an important driving force, while WeChat red packet had both social and financial attributes, and the amount of money traded between users was relatively small. However, the frequency of use and user viscosity is higher. WeChat red packet also faces some challenges, such as the pressure of updating iteration, how to transform the exposure rate of brand merchants into the utilization rate, how to improve the irreplaceable products, how to ensure the security of user funds and information, how to avoid illegal and criminal behavior, and so on. Overall, at this stage, WeChat red packet provides a better user experience. In the face of fierce market competition, WeChat red packet should improve the speed of function renewal iteration, integrate internal and external effective resources, widen the channel of communication and prolong the life cycle on the basis of strong social interaction.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206

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