基于扎根理论的社交媒体用户转移行为特征研究
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摘要
近年来,随着各类社交媒体的出现,用户在社交媒体间的转移行为越发常见。本研究以微信和QQ两种社交媒体为例,采用半结构化访谈的方式,对一些具有代表性的用户群体进行深度访谈,利用扎根理论方法进行开放式编码、主轴编码和选择性编码,归纳出了三段式社交媒体用户转移行为路径,即转移初始阶段、转移过渡阶段和转移成果阶段,以及每个阶段对应的不同行为特征,并对用户转移的原因进行了探究。本研究为其他社交媒体间转移行为的研究提供借鉴,同时也为社交媒体运营商和服务提供商增加用户粘性、吸引新用户提供参考。
In recent years,with the emergence of various types of social media,users' switching behavior has become more common. In this study,the authors take Wechat and QQ as examples,and conduct in-depth interviews with some representative user groups through semi-structured interviews. Grounded theory for open coding,spindle coding,and selective coding are used to find out the three-stage of social media users 'switching behavior, including the initial phase,the transition phase and the achievement phrase. Each stage corresponds to different behavioral characteristics,and the reasons for the user ' s switching behavior are also explored. This study provides a reference for the study of switching behavior among other social medias, and also provides expercence for social media operators and service providers to increase users' stickiness and attract more new users.
In recent years,with the emergence of various types of social media,users' switching behavior has become more common. In this study,the authors take Wechat and QQ as examples,and conduct in-depth interviews with some representative user groups through semi-structured interviews. Grounded theory for open coding,spindle coding,and selective coding are used to find out the three-stage of social media users 'switching behavior, including the initial phase,the transition phase and the achievement phrase. Each stage corresponds to different behavioral characteristics,and the reasons for the user ' s switching behavior are also explored. This study provides a reference for the study of switching behavior among other social medias, and also provides expercence for social media operators and service providers to increase users' stickiness and attract more new users.
引文
[1]企鹅智酷.微博用户研究:新欢、旧爱、核心价值和迫切之疾[EB/OL].[2018-01-29].http://tech.qq.com/original/archives/a124.html.
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[7]Chang I,Liu C C,Chen K.The Push,Pull and Mooring Effects in Virtual Migration for Social Networking Sites[J].Information Systems Journal,2014,24(4):323-346.
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[9]廖俊峰,陈天歌,陈旭.基于客户流失理论的社交媒体用户流向研究[J].情报科学,2018(1):45-48.
[10]Lin C N,Wang H Y.Understanding Users’Switching Intentions and Switching Behavior on Social Networking Sites[J].2017,69(2).
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[12]肖琳,徐升华,王琪.社交媒体发展与研究述评[J].图书馆学研究,2016(14):13-16.
[13]马昕晨,冯缨.基于扎根理论的新媒体信息质量影响因素研究[J].情报理论与实践,2017(4):32-36.
[14]凯度.2017中国社交媒体影响报告[EB/OL].[2018-03-29].http://www.199it.com/archives/600059.html.
[2]Seol S,Lee H,Yu J,et al.Continuance Usage of Corporate SNS Pages[J].Information&Management,2016,53(6):740-751.
[3]Peng X,Zhao Y,Zhu Q.Investigating User Switching Intention for Mobile Instant Messaging Application:Taking We Chat as an Example[J].Computers in Human Behavior,2016,64:206-216.
[4]李子坤.微博用户向微信迁移的影响因素研究[D].北京:北京邮电大学,2016.
[5]赵英,范娇颖.大学生持续使用社交媒体的影响因素对比研究---以微信、微博和人人网为例[J].情报杂志,2016(1):188-195.
[6]刘鲁川,李旭,张冰倩.基于扎根理论的社交媒体用户倦怠与消极使用研究[J/OL].情报理论与实践,2017(12):100-106+51[2017-12-21].https://doi.org/10.16353/j.cnki.1000-7490.2017.12.018.
[7]Chang I,Liu C C,Chen K.The Push,Pull and Mooring Effects in Virtual Migration for Social Networking Sites[J].Information Systems Journal,2014,24(4):323-346.
[8]赵宇翔,彭希羡,朱庆华.社交媒体后续采纳阶段用户转移行为研究---以微信为例[J].情报学报,2016(2):208-224.
[9]廖俊峰,陈天歌,陈旭.基于客户流失理论的社交媒体用户流向研究[J].情报科学,2018(1):45-48.
[10]Lin C N,Wang H Y.Understanding Users’Switching Intentions and Switching Behavior on Social Networking Sites[J].2017,69(2).
[11]赵宇翔,刘周颖.IT采纳和使用中用户转移行为研究综述[J].图书与情报,2017(5):86-96.
[12]肖琳,徐升华,王琪.社交媒体发展与研究述评[J].图书馆学研究,2016(14):13-16.
[13]马昕晨,冯缨.基于扎根理论的新媒体信息质量影响因素研究[J].情报理论与实践,2017(4):32-36.
[14]凯度.2017中国社交媒体影响报告[EB/OL].[2018-03-29].http://www.199it.com/archives/600059.html.