社交网站用户流失行为理论基础及影响因素探究

目的/意义] 通过对社交网站用户流失行为相关研究成果进行梳理,分析讨论目前用户流失行为研究中需要关注的问题,以期完善用户行为相关理论并为推进社会化媒体的健康发展提供指导。方法/过程] 通过梳理目前用户流失行为的相关理论成果,侧重于主题内容分析。结果/结论] 详细探索流失行为的相关研究内容、理论基础及影响因素。结果发现,对于社交网站情景下用户流失原因要素,特别是要素间关系的探索尚存在很大研究及整合空间,同时有关用户流失行为方面的理论研究尚缺乏统一框架。未来的研究需要重点关注用户流失背后的原因、规律、流失模型构建及相应的流失策略等,有针对性地对社交网站的失败案例进行个案分析,并且通过访谈等方式获取用户流失行为潜藏的原因。

Theoretical Basis and Influence Factors of User Exodus Behavior of Social Networking Sites

Purpose/significance] This study reviews the user exodus literature of social networking sites, and analyzes the current user behavior problems in order to improve the user behavior related theory and to improve the development of social media to provide guidance. Method/process] We identify the current user exodus behavior of related theoretical results mainly focusing on the theme of content analysis. Result/conclusion] This paper introduces the present situation of the social networking sites and defines the concept of user exodus. And user exodus behavior is refined based on this concept.Meanwhile, this paper explores research contents, theoretical basis and influencing factors. We need to focus on the reasons behind the loss of users and build the model of user exodus behavior in the future research.