微信红包流行原因与引发问题研究

发布时间：2018-09-10 07:16

【摘要】：互联网平台化发展商业模式的探索和国家政策性督导,合力推动了新媒介产品和功能的发展。互联网新技术的开发,从纯技术功能性的关注,逐渐走上收集用户反馈,谨慎上线新功能的人性化思考。微信红包植根于中国传统文化,依托于互联网金融逻辑,将二者融合让科技更符合人性。“永远在线”的社会,世界万物通过网络相连,用户随时进入各种可能的场景世界。微信红包是一个微小的移动支付场景,通过分享红包构建出一个用户关系链,把微信自身原有的人与人交互的场景沉淀并扩大。交通、通信的发展使人们的流动性变快,远距离亲属关系的维系,主要通过电话或互联网社交工具。延伸熟人社交链,收发红包实质上是一种用户的社交行为,一种新的连接方式,一种带有温度的数据。维系红包,正好满足熟人链接及其延伸的特点,重构了人际传播关系,他更贴近于真实世界人际关系和社交属性,在相互分发与讨要的欢乐中,人与人之间的距离不知不觉被拉近了。本研究运用调查问卷法、案例分析法、文献分析法,分析微信红包流行的原因与流行引发的问题。分析调查后发现,微信红包的流行基于传统“压岁钱”文化的传承、资源集中的微信平台生态圈庞大用户群数量、微信红包人性化的产品设计及其丰富的传播功能。人际传播,群体互动是微信红包持续流行的重要推动力,2015年春节期间微信红包用户数量呈爆发式增长,与春晚等传统媒体的合力推动是引爆流行的原因之一。用户对于微信红包的强需求,最终会反作用于互联网及现实社会环境,所引发的社会问题也是传播流行的因素之一。移动支付的不断发展,流行的背后必然存在一些隐忧。微信红包是互联网的新产品,它还很年轻,与复杂的人性和社会相结合,必然产生很多值得反思的问题。微信红包解构了传统的家文化,对人际社交的负面影响复杂,影响了人们生活时间与空间的感知、心里与行为发生,异化了社交行为,最终会导致线上线下社交摩擦的出现。本研究通过对近年来新闻媒介报道的有关微信红包的社会问题,发现有四大类事件较为恶性,一微信红包群赌博,二微信红包诈骗,三微信红包引发的线下暴力事件,四微信红包贿赂问题。微信红包仍面临着技术层面的挑战,如何保证用户的网络使用安全,如何最大限度的降低金融风险都需要谨慎解决。研究最后提出了针对这些问题的对策,基于用户的功能优化及技术创新;技术监管并利用传播媒介引导微信红包良性互动;完善平台降低金融风险。总之,现阶段微信红包作为具有传播价值与商业价值的新媒体,它的产生和发展是积极的,未来对于新的科技功能的开发有指导性作用。微信红包成为现象级产品并不属偶然,未来平台商业模式的不断创新,会产生众多新的媒介形式。对于微信红包引发正面流行的反方面问题的思考,让我们更重视微信红包互联网新科技对人类社会的影响,有利于在激烈的互联网商业市场竞争中找到新的突破口,让科技更温暖。
[Abstract]:The exploration of the business model for the development of the Internet platform and the government's policy guidance have jointly promoted the development of new media products and functions. Internet financial logic, the integration of the two so that technology more in line with human nature. "Always online" society, the world is connected through the network, users are ready to enter a variety of possible scenarios. Interactive scenes precipitate and expand. The development of transportation and communication makes people more mobile, and long-distance kinship is maintained, mainly through telephone or Internet social tools. Extending acquaintances'social chains, sending and receiving red packets is essentially a user's social behavior, a new way of connecting, a data with temperature. In order to satisfy the characteristics of acquaintance links and their extension, and reconstruct the interpersonal communication relationship, he is closer to the real world interpersonal relationship and social attributes. In the joy of mutual distribution and begging, the distance between people is unknowingly drawn closer. This study uses questionnaire method, case analysis, literature analysis to analyze the prevalence of Weixin red envelope. It is found that the popularity of Weixin red envelope is based on the inheritance of traditional "lucky money" culture, the large number of users in the ecosphere of Weixin platform with concentrated resources, the humanized design of Weixin red envelope products and its rich communication functions. The strong demand for Weixin red envelopes by users will eventually react to the Internet and the real social environment. The social problems caused by Weixin red envelopes are also one of the factors influencing the spread of the epidemic. With the continuous development of mobile payment, there must be some hidden worries behind its popularity. Weixin red envelope is a new product of the Internet. It is also very young. It is bound to produce a lot of problems worthy of reflection when combined with complex human nature and society. This research finds that there are four kinds of events which are more vicious, one is Weixin red envelope gambling, the other is Weixin red envelope fraud, the third is Weixin red envelope. How to ensure the safety of users'network use and how to minimize the financial risks need to be carefully solved. Finally, the paper puts forward some countermeasures to solve these problems, based on the optimization of users' functions and technological innovation. In a word, as a new media with communication value and commercial value, the emergence and development of Weixin red envelope is positive at present, and it will play a guiding role in the development of new scientific and technological functions in the future. It is accidental that the continuous innovation of the future platform business model will produce many new media forms.Thinking about the negative problems caused by the positive popularity of Weixin Hongbao, let us pay more attention to the impact of the new technology of Weixin Hongbao Internet on human society, which is conducive to finding a new breakthrough in the fierce competition of the Internet business market. Technology is warmer.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】