移动定位社交产品用户价值研究——基于手段—目的链视角  

Research on User Value of Location Based Social Networking Products Based on Means-end Chain Model

作　　者：邓学平[1] 杨毅[1] 彭超[1] 

机构地区：[1]重庆邮电大学经济管理学院,重庆400065

出　　处：《重庆邮电大学学报（社会科学版）》2016年第4期100-104,共5页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：工业与信息化部通信软课题(2014-R-4);重庆市社会科学规划培育项目(2015PY33)

摘　　要：为深入研究用户使用移动定位社交产品所传达的个人行为,采用手段—目的链理论和方法,以移动定位社交产品为对象,探究了移动定位社交产品属性、体验结果和个人价值之间的关系,并采用因子分析和相关分析法验证了三要素之间存在显著正相关的关系。研究发现,用户使用移动定位社交产品重视的产品属性为移动定位社交、生活服务和定位服务,其中最重视的是移动社交功能。文章提出要以产品属性或者体验结果来满足个人价值,关键在对产品属性、体验结果和个人价值的联结认知;形成了移动定位社交产品用户价值层级图,探讨了用户最关注的产品属性、体验结果和个人价值要素和最关注的核心路径;基于此提出了改善移动定位社交产品设计营销和市场细分的参考建议。To better understand the behavior which mobile users convey in using location based social networking products, this study uses the means and end chain method to analyze main content of location based social networking products attributes, consequences and user values, then uses factor analysis and correlation analysis to verify a significant positive correlation relationship among them. On the basis of their relationship, it forms a user value hierarchy diagram of location based social networking products to discuss product attributes, consequences and user value, and core elements path which users most concern about. Due to this results, this paper puts forward some reference proposals on product design and marketing and market segmentation.

关 键 词：移动定位 社交产品 用户价值 手段—目的链 

分 类 号：F713.55[经济管理—市场营销] F224.7[经济管理—产业经济]