社会影响理论视角的社交媒体持续使用研究  

Research on the continuance of social media from a social influence theory perspective

作　　者：肖璇[1,2] 王铁男 郝凡浩[1] 

机构地区：[1]哈尔滨工业大学经济与管理学院,哈尔滨150001 [2]广州大学工商管理学院,广州510006

出　　处：《管理科学学报》2017年第11期49-60,共12页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71371059;71671051)

摘　　要：在社交媒体中,用户的行为往往不是孤立的,仅仅通过研究单独的个体难以解释用户群体的持续使用,而用户群体的持续使用是社交媒体生存和发展的前提.因此,本文从社会影响理论视角出发,借鉴病毒动力学模型,研究社交媒体用户群体持续使用行为及其变化规律,构建了社交媒体用户持续使用模型并进行了MATLAB数值仿真.结果显示,当注册用户增长比例越大,注册用户与用户生成内容的平均接触比例越大,以及注册用户感知社交指数越大时,持续使用用户数量也越多;而用户在短期内转化成为持续使用用户所花费时间的长短只会影响持续使用用户数量达到均衡的时间,不会影响持续使用用户达到均衡的数量.研究结论丰富了社交媒体用户持续使用的相关理论,为社交媒体运营商在平台设计和管理政策上提供了参考建议.In social media, user behavior can hardly be characterized by an individual acting in isolation; therefore, it is difficult to explain the users＇ continuance merely through studying a single individual. On the other hand, the users＇ continuance is the precondition of the survival and development of social media. Thus, paper employs social influence theory and introduces a viral dynamics model to investigate social media us- ers＇ continuance and its variations. This paper constructs a social media users＇ continuance model and utili- zes MATLAB software to simulate. The results show that the number of continued users increases with the growth rate of registered users, the average contact ratio between registered users and user generated contents and the perceived social index of registered users. In a relatively short period, the average time for registere d users to transform into continued users only affects the duration to achieve the equilibrium number of continued users, but does not impact the number of continued users in the equilibrium state. Our findings can enrich the relevant theories of social media users＇ continuance and provide design and managerial references for social media providers.

关 键 词：社交媒体 持续使用 社会影响理论 病毒动力学模型 仿真实验研究 

分 类 号：C93[经济管理—管理学]