基于突变级数法的社会化阅读行为分析--以微信读书为例  

Analysis of Social Reading User Behavior Based on CPM--A Case Studyof Weread

作　　者：孙挺[1,2] SUN Ting(Library of Xinjiang Agricultural University,Urumqi 830052,China;School of Information Management,Central China Normal University,Wuhan 430079,China)

机构地区：[1]新疆农业大学图书馆,新疆乌鲁木齐830052 [2]华中师范大学信息管理学院,湖北武汉430079

出　　处：《情报科学》2023年第10期148-154,共7页Information Science

基　　金：2021年度新疆维吾尔自治区高校科研计划人文社科青年项目“社会化阅读用户使用意愿及阅读交互行为研究”(XJEDU2021SY015)。

摘　　要：【目的/意义】建立社会化阅读行为数据评价指标体系,对用户的阅读行为和社交行为的表征数据进行分析评价,为社会化阅读平台或APP对用户分类发展、稳定用户群体提出建议。【方法/过程】将微信读书APP用户作为研究对象,从阅读和社交两个维度出发建立评价指标体系,采集用户行为数据,利用突变级数模型对样本数据进行分析评价。【结果/结论】阅读时长是阅读行为维度下最重要的指标之一,社交行为维度下粉丝点赞量和粉丝关注数的权重值略高于用户评论数,平台或APP应重视用户个体的影响力作用;根据综合评价值对微信读书用户排名,依据阅读、社交行为归一化数据将样本分为核心型、社交型、成长型(边缘型)、阅读型(内隐型)用户四种类型。【创新/局限】用户使用行为表现复杂多变,其行为特征研究还需结合静态、动态行为数据进行多维度分析。[Purpose/significance]To establish an evaluation index system of social reading user behavior data,analyze and evaluate the representation data of user reading behavior and social behavior,and put forward suggestions for the social reading platform or APP to classify the development of users and stabilize user groups.[Method/process]An evaluation index system was established from the two dimensions of reading and social interaction.The behavior data of Weread_Tencent were collected as research objects,and CPM was used to analyze and evaluate the sample data.[Result/conclusion]Reading time is the most important indicator in the dimension of reading behavior.In the dimension of social behavior,the weight value of fans'likes and fans'attention is slightly higher than that of users'comments.Platforms or apps should attach importance to the influence of users.Rank the Weread_Tencent users according to the comprehensive evaluation value,and divide the samples into four types of core users,social users,growth users and reading users according to the normalized data of reading and social behavior.[Innovation/limitation]User behavior is complex and changeable,and the study of behavior characteristics need to be combined with static and dynamic behavior data for multidimensional analysis.

关 键 词：社会化阅读 微信读书APP 用户行为 行为评价 突变级数法 

分 类 号：G252.0[文化科学—图书馆学]