【作者】 李凯；

【导师】 吴俊；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2015， 硕士

【摘要】 如今,社交媒体已经无处不在,与人们的生活无缝衔接,不仅是单纯的社交平台,在商业、生活、政治等各方面,也越来越发挥着强大的信息传播作用。社交媒体用户规模呈现了爆发性的增长,用户对于社交媒体的使用主动性和使用意识都在不断提高,但是用户的付费行为并没有随着用户增长而同比例的增长,社交媒体的盈利问题仍然在困扰着社交媒体公司。本文在国内社交媒体的研究情景下,以目前国内用户规模最大,最具有代表性的社交媒体网站——新浪微博为例,从用户对社交媒体的参与度与参与路径出发,构建研究模型,提出研究假设,探究社交媒体用户的参与度对用户付费行为的影响,本文研究内容和研究成果如下：1、构建了用户对社交媒体的参与层级。本文首先通过对社交网站用户参与行为和参与路径相关研究的综述,总结归纳用户对社交媒体的参与度和参与层级。本文将用户对于社交媒体的参与度和参与层级划分为四个层级,分别是内容消费、内容生产、社区参与和社区领导,并且明确了各层级中用户对于社交媒体的具体参与行为和测度指标,细化了社交媒体用户参与度的研究。2、构建了社交媒体用户参与度对付费行为的影响研究模型。本文基于对社交媒体参与行为以及用户对社交网站付费行为相关研究,分析社交媒体用户的参与度对社交媒体的付费行为影响机理,构建了社交媒体用户参与度对付费行为的影响研究模型,并提出研究假设。3、通过实证研究,对社交媒体用户参与度对付费行为的影响模型及假设进行验证。本文通过对所采集的新浪微博用户的参与行为数据进行分析,对模型和假设进行验证。结果表明：1)用户的参与度与用户购买会员的行为呈正相关关系。用户参与度越高,用户购买会员的可能性更大,正相关性最强的是社区领导层级,依次是社区参与、内容生产和内容消费。如果用户在较高的层级参与行为更多,更活跃,该用户付费的可能性就会更大；2)用户参与度与因短期免费试用而决定购买增值业务正相关关系。参与度越高,用户付费所需的免费时间更少,正相关程度最高的是社区领导层级,依次是社区参与、内容生产和内容消费,如果用户较高层级的参与行为更加活跃,参与行为更多,该用户购买会员所需的免费使用时间可能更短。4、提出相应的营销策略启示。在上述研究结论的基础上,从社交媒体用户参与度对付费行为影响的角度出发,对社交媒体网站提出有针对性的营销策略建议。更多还原

【Abstract】 Today, social media has become popular, seamless connect with people’s lives. Social media is not just a simple social platform, but also plays a powerful role in information dissemination in various aspects of business, life, politics, etc. Explosive growth in the scale of social media users has been observed, users’ awareness for initiative and willingness to use is constantly improving. However, users’ payment behavior on social media didn’t increase with the increase of the scale of Social media users. The problem of profitability still troubles the social media company.In the context of the domestic social media, this paper take SINA WEIBO as example which is the largest and most representative social media of CHINA. This paper study users’ Participation in social media, building research model, proposed hypotheses, explored the influence of social media users’ participation on the payment behavior, research contents and research results are as follows:1.Propose the levels of social media users’ participation.Based on the review of relevant studies about the levels of users’ participation, we summarized and proposed the levels of social media users’ participation. This paper divided social media users’ participation into four levels:content consumption, content production, community involvement and personal influence. Determined specific indicators for all levels of social media users’ participation.2.Propose a research model on the influence of social media users’ participation on the payment behaviorBased on the review of relevant studies about social media users’ participation and social media users’ payment behavior, analysis the influence mechanism between social media users’ participation and payment behavior, building research model and proposed hypotheses. 3.Though the empiprical research, we verified the research model and research hypothesesThis paper analysis the users’participation data collected in SINA WEIBO to verify the research model and research hypotheses. The results show that:1) User participation in the website is positively associated with the likelihood of payment behavior for the premium services, users in the higher participation levels have the stronger willingness to pay. Personal influence has the strongest positive correlation with the likelihood of payment behavior for the premium services. If the users are more active in the higher level, the likelihood to pay is more likely.2) User participation is positively associated with a shorter period of time of free usage, users in the higher participation levels make the decision to subscribe to pay for the premium services sooner.4.Raise some revealed marketing strategiesBased on the conclusions of the study, we raised some revealed marketing strategies.更多还原