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论文编号：	9643
作者编号：	1120140831
上传时间：	2017/12/8 9:53:34
中文题目：	在线健康社区用户参与行为的案例研究
英文题目：	A Case Study of Users’ Participation in Online Healthy Community
指导老师：	王芳
中文关键字：	在线健康社区；用户参与；参与行为；案例研究；治理
英文关键字：	Online health community; user participation; participation behavior; case study; governance
中文摘要：	已有的研究表明，在线健康社区对用户的健康信息传播和情感支持具有重要价值。但是，“信息行为”方面的研究没有充分地揭示在线健康社区中用户的多样性动机、意义与内容，而“参与行为”则更为恰当地概括了健康社区用户的多种活动方式。本研究以百度乳腺吧为案例，运用多种研究方法、从多个维度探讨了在线健康社区用户参与行为的相关理论要素及作用机理。 首先，本研究对乳腺吧社区案例进行统计分析，发现社区用户参与行为的数量及参与用户的增长趋势较为明显；参与用户群体的流动性较强，缺乏一定黏性；人数相对较少的高度活跃群体贡献了社区的大部分内容，而其他大多数同质性用户群体仅贡献了社区的少量内容。 其次，本研究抽取了乳腺吧社区中1000条主题帖以及与之相对应的回复贴，并对其进行内容分析，归纳出在线健康社区用户的五大类（十小类）参与行为。五大类参与行为包括信息行为、情感活动、社交行为、经济行为和不相关行为；用户的参与行为中，信息行为数量最多，对“讲故事”（经历记述行为）的交互偏好更为明显。 再次，本研究对百度乳腺吧的43名用户进行深度访谈和定性分析，从参与动机、参与过程和参与结果等方面阐明了在线健康社区用户参与行为的理论要素，并在此基础上，构建了一个在线健康社区用户参与行为模型。研究发现：用户的参与动机表现为受外部情境和内部状态刺激而产生的一系列参与需求，主要包括认知需求、安全需求、情感需求、关系需求以及自我价值实现需求；用户参与过程主要包括弥补不确定性、巩固自我图式、解构复杂性、寻找适配性、检验一致性、补充全面性等认知意义建构，以及自我中心、同类心理、从众心理、移情作用和心理冲突等心理作用；用户参与结果主要表现为满足基本信息需求、获得整体认识、指导现实决策和加强情境把控等认知支持，以及减轻悲伤感、排遣无助感、缓解孤独感、建立认同感和重获正常感等心理支持。 最后，本研究依据对百度乳腺吧及用户参与行为模型的分析结果，进一步梳理出在线健康社区目前存在的问题，并从管理层、功能层和信息层三方面提出在线健康社区治理的对策和建议。
英文摘要：	Previous studies have shown that the online health community is of great value to the users' health information communication and emotional support. However, the research on “information behavior” does not fully reveal health community users' diversity motivation, meaning and content, and so "participation behavior" is better to generalize the various ways of users' activities. Taking Baidu breast bar as a case, this study explores the theoretical elements and mechanism of user participation in online health community by various research methods and multiple dimensions. First of all, this study analyzes all posts in the breast bar community, and finds that the number of users and their participation behavior grows more obviously, and the mobility of the user group is strong and lack of viscosity, and highly active groups with relatively small number contribute most of the community content, while most of the other homogeneous users contribute only a small amount of community content. Secondly, this study extracts 1000 themes and corresponding commentary posts from the breast bar community, collects and analyzes the texts by content analysis, and sums up users' participation behavior in five types(ten sub types), including information behavior, emotional activity, social behavior, economic behavior and irrelevant behavior. Among these behaviors, the number of information behavior is the most, whereas the interaction preference of "story telling" (experiencing narrative behavior) is more obvious. Thirdly, through in-depth interviews on 43 users and qualitative analysis from Baidu breast bar, this study elaborates theoretical elements of online health community user participation behavior from three aspects of participation motivation, participation process and participation results. On this basis, a theory model is constructed. The study finds that the user participation motivation appears as a series of demand for participation caused by external circumstances and the internal stimulating, including cognitive needs, security needs, emotional needs, relationship demands and self-value realization needs; user participation process mainly include two parts, one part is sense making oriented cognitive demand, such as offsetting the uncertainty, consolidating the self-schema, deconstructing the complexity, looking for fitment, testing consistency and promoting comprehensiveness, and the other part is psychological activity, such as the self-centered psychology, similar psychology, conformity psychology, empathy psychology, and conflict psychology; and users participation results mainly include cognitive support and psychological support, the former includes meeting the demands of basic information, obtaining the overall understanding, guiding the reality decision-making and strengthening situation, the latter contains relieving sadness, lowering of helplessness, alleviating loneliness, establishing identity and regaining normal sense. Finally, combined with the analysis results of Baidu breast bar and user participation behavior model, this study further summarizes the existing problems of online health community, and puts forward three countermeasures and suggestions from the management level, function level and information level.
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