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论文编号：	13054
作者编号：	2120193007
上传时间：	2022/6/4 9:13:02
中文题目：	网络阅读社群的发展策略研究——以豆瓣读书小组为例
英文题目：	Research on the Development Strategy of Online Reading Community ——Take Douban Reading Group as an Example
指导老师：	肖雪副教授
中文关键字：	网络阅读社群；豆瓣读书小组；用户持续参与意愿
英文关键字：	Online reading Community; Douban Reading Groups; Users'' willingness to continue to participate
中文摘要：	随着移动互联网的发展，全民阅读的深入，纯粹的线下阅读已经满足不了广大的读者，阅读分享与阅读交流的需求促使网络阅读社群的兴起。而网络阅读社群虽然数量众多，但是同样也面临着发展困境即用户的持续参与意愿不足，对用户的粘性不够，难以得到长远发展。因此有必要对网络阅读社群的发展策略进行研究，本文结合前人的理论以豆瓣读书小组为案例切入，从用户的持续参与意愿视角出发，构建出影响因素模型，分析网络阅读社群的发展策略。 本文利用案例分析、问卷调查的研究方法对网络阅读社群的发展策略进行了研究。首先，梳理了本研究的理论基础，并根据期望确认理论、感知价值理论、社会交换理论、技术接受模型构建出网络阅读社群用户的持续参与意愿的影响因素模型。通过问卷搜集数据，并利用SPSS软件和SmartPLS软件进行数据分析，结果显示感知易用性、感知信息价值、感知情感价值、感知娱乐价值和期望确认度对用户的满意度产生了正向影响进而影响到用户的持续参与意愿，用户满意度、感知互惠性和习惯对用户持续参与意愿产生正向影响，而感知社交价值对用户满意度没有显著影响。其次，对豆瓣读书小组进行了具体的分析，通过对比活跃度不同的两个读书小组，发现不同的运营模式给用户提供的感知价值也不同，活跃度高的小组中用户获取的价值也更多。最后，通过对豆瓣读书小组的案例分析，根据用户持续参与意愿的影响因素和豆瓣读书小组的特点对网络阅读社群提出了发展的策略。一是要优化平台的设计，提高平台的易用性；二是要注重用户的感知价值，建设社群内部的信息资源，满足用户的情感需求、营造友好的社群氛围、避免社交功能的过度开发；三是要建立激励机制，培养用户的参与习惯以及鼓励用户的高质量发帖；四是要打造社群特色，避免社群的同质化。 通过上述研究，本文不仅拓展了网络阅读社群用户持续参与意愿的影响因素的相关理论，同时还为网络阅读社群的发展提出了实际可行的策略。
英文摘要：	With the development of mobile Internet and the deepening of nationwide reading, offline reading has been unable to satisfy the vast number of readers. The demand for reading sharing and reading communication has prompted the rise of online reading communities. Although there are a large number of online reading communities, they are facing difficulties in their development, that is, the lack of continuous participation willingness of users, the lack of stickiness to users, and it is difficult to achieve long-term development. Therefore, it is necessary to study the development strategies of online reading communities. Based on previous theories, this paper takes Douban reading group as a case study to build a model of influencing factors and analyse the development strategy of online reading communities from the perspective of users' willingness to continue to participate. This paper investigates the development strategies of online reading communities using case studies and questionnaire surveys. First of all, based on ECT、Perceived Value Theory、TAM、Social Exchange Theory, this paper constructed a model of the factors influencing the continued engagement of users of online reading communities. Data was collected through questionnaires and analysed using SPSS and SmartPLS software. And the results showed that perceived ease of use, perceived information value, perceived emotional value, perceived entertainment value and expectation confirmation had a positive effect on user satisfaction and thus on users' willingness to continue to participate, while user satisfaction, perceived reciprocity and habit had a positive effect on users' willingness to continue to participate, and perceived social value had no significant effect on user satisfaction. Secondly, a specific analysis of the Douban reading groups was carried out. By comparing two reading groups with different levels of activity, it was found that different modes of operation provided different perceived value to users, with users in the more active groups also gaining more value. Finally, through the case study of Douban reading group, the paper puts forward four development strategies for online reading community according to the factors influencing users' willingness to continue to participate and the characteristics of Douban reading group. Through the above research, this paper not only expands the relevant theories in the field of online reading community, but also puts forward practical and feasible strategies for its development.
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