Research On Formation And Evaluation Of Social Networking Service Influence Based On User Management

In the Internet era,SNS(Social Networking Service)subverts the original form of social information dissemination,some of the traditional face to face social activities are gradually replaced by online social activities through text,pictures and other virtual forms with more and more users.Users are allowed to generate content freely,share content voluntarily and distribute content spontaneously on SNS.SNS also allows the offline social relationships to be divergent,transmitted and extended through online channels.Users' post,reply,like and forwarding behaviors not only enriched the content of SNS,but also makes a huge potential influence of social networks along with the proliferation of contents and dissemination of information.China has a large SNS user base,and there are nearly forty percent(36.9%)users who spend more than 6 hours on the internet everyday on average.Users are always the core resources of SNS,user behavior determines the information dissemination on SNS and format the SNS influence,the huge user base and long using time determine that the influence of China's SNS cannot be underestimated.Therefore,an analysis of SNS from the user behavior point of view is a necessary prerequisite for promoting the healthy development of SNS.With the popularization,improvement and increasing numbers of SNS,on the one hand,the motivation and behavior of users on SNS have changed to be diversified.On the other hand,the influence of SNS is showing a growing trend.There is huge space for in-depth understanding of user motivation and behavior on SNS,clarifying forming path of user behavior on SNS,expanding the SNS influence by guiding the user behavior and improving the core competitive advantage of SNS.Based on the above analysis,behavioristic,psychology,information communication,information metrology,statistics and economic evaluation methods are used,the internal and external user behavior motivation are combed,user behaviors on SNS are analyzed,the relationship between user behaviors and SNS influence is explored,and a SNS influence evaluation model is proposed and finally a case study is used to verify the effectiveness of the influence evaluation model in this dissertation.There are seven chapters in this dissertation.The following contents are included:Chapter One: Introduction.First of all,as the current situation of China's SNS,some practical problems such as the number of users on some SNS was plummeting and the SNS influence was plunging in a short time are proposed,the background and basis of the research are introduced.Secondly,both the domestic and foreign studies of the SNS user motivation and behavior,the relation between the user behavior and SNS influence,and the evaluation of the SNS influence are reviewed.Thirdly,the significance of the formation and evaluation of SNS influence based on user management from the theoretical and practical point of view is expounded.The research methods,such as the literature study,interviews and questionnaires,BP neural network analysis,structural model analysis,multiple evaluation methods,empirical research method are explained.Based on this,the research framework is proposed.Chapter Two: Theoretical basis and quantitative analysis model.The theoretical basis of the user behavior and the SNS influence are described firstly,which include the Expectation Confirmation Theory,the Technology Acceptance Model,the Uses and Gratifications Theory,the Flow Theory,the Self-concept Theory,the Economic Men Hypothesis and the Six Degrees Separation,the Rule of 150,the Persuasion Communication Theory,the Two-step Flow of Communications.Then,the quantitative analysis model and methods such as the BP Neural Network,the Structural Equation Model and the evaluation method including Uncertainty Measure,Information Entropy and ANP are introduced.Chapter Three: Motivation and behavior analysis of SNS user.The motivation and behavior of SNS user,and the relationship between the motivation and behavior based on BP neural network are analyzed in this chapter.During the analysis,firstly,based on the existing research,the "profitability" motivation and "social profitability" behavior are put forward and the 7M model of user's motivations on SNS and 5B model of users' behaviors on SNS are introduced.Secondly,the user's motivation and behavior questionnaire is designed.During the survey,a total of 500 questionnaires were distributed,308 questionnaires were collected and 256 valid questionnaires were retained after data processing.Thirdly,the basic reliability,validity and descriptive statistics of the questionnaire are analyzed.The user's motivations and behaviors on SNS are analyzed respectively.The findings show that the user motivation weight of usefulness,self-presentation,recreation,accessibility,profitability,conformity and sociality are showing a decreased trend,the user behavior weight of the content consumption,content production,social profitability,community involvement,and community leadership is also reduced.Finally,the BP neural network simulation is used to verify that the motivation contribution to behavior.It is concluded that the contribution of different motivations to the different behaviors is different,the overall contribution of various motivations to behavior is still showing descend trend: usefulness 128.29%>self-presentation 119.41%> recreation 109.70%> accessibility 103.82%> profitability 101.82%> conformity 75.07%> sociality 72.87%.Chapter Four: Forming path of user behavior on SNS influence.First of all,based on the definition and the characteristics of SNS influence(user behaviors produce influence,media communication determines the influence and influence of information resources characteristics),the "convergence" factor of the SNS influence from the perspective of users' active participation in SNS is expanded.After that the SNS influence factors,which from four aspects such as width,depth,convergence and validity,are dissected.Secondly,from the perspective of medium transmission,the generative mechanism of SNS influence is analyzed.Finally,the 5B4 I model of the user behavior on SNS influence is built and the role path of the user behavior on SNS influence is analyzed by structural equation software AMOS21.0.The results show that user behavior has a significant impact on the SNS influence,but the effect of different behaviors on the SNS influence is significantly different.Among them,the content consumption behavior affects the breadth,depth and convergence degree of the influence of SNS significantly;the content production behavior significantly affects the width,depth,and convergence of the SNS influence;the content consumption behavior significantly affects the width,depth,convergence and validity of the SNS influence;the community involvement behavior significantly affects the depth and convergence of the SNS influence;the community leadership significantly affects the width,depth,convergence and validity of the SNS influence;the social profitability significantly affects the width,depth and convergence of the SNS influence.Chapter Five: Evaluation of SNS influence.First of all,the evaluation indicators of the convergence of SNS influence,which include the interactivity influence,follow influence,content diffusion speed influence,content duration time influence,are constructed.Based on this,SNS influence evaluation system,from width,depth,convergence and validity is established,after the analysis of SNS influence evaluation system construction principles and evaluation indicators selection basis.Secondly,after the SNS influence evaluation characteristics are being analyzed,the Uncertainty Measure-Entropy Weight-ANP model is determined based on the evaluation method of Uncertainty Measure,Information Entropy and ANP.Finally,Tianya community is taken as the case study.By comparing other domestic SNS influence information and basing on Tianya Community data,the Uncertainty Measure-Entropy Weight-ANP model has been verified and the Tianya Community influence is evaluated.Chapter six: SNS influence enhancement strategy.After the analysis of the three chapters above,the strategy framework of SNS influence based on motivation,behavior and influence is put forward,and the enhancement strategies for SNS influence are put forward from user management,media communication and platform construction respectively.The user management strategy include focusing on user needs,enhancing user viscosity and guaranteeing the user information security.The media communication strategy includes enriching the media communication mode and increasing the topic.The platform management strategy includes building a online-offline seamless docking platform,innovating the social service platform and improving the mobile terminal platform.Chapter seven: Conclusion and prospect.The work is summed up,the current research,which include the motivation and behavior analysis of SNS user,the forming path of the user behavior on SNS influence,the evaluation of SNS influence,and innovation are reviewed and the research prospect of this dissertation is made.The main shortcomings are the limitation of the case selection and the operability of the method.The future research directions are as follows: from static models to dynamic models and the optimization and application of the Uncertainty Measure-Entropy Weight-ANP model.Above all,users are the most important elements and resources of SNS,the influence of SNS is generated by the information dissemination based on the user behavior,and this provides the necessary prerequisite for the study of SNS based on user behavior.An exploratory study about users' motivation and behavior,the influence of user behavior on SNS influence and the evaluation of SNS influence is doing in this research.And the decision-making basis for optimizing the SNS operation from the perspective of the user is provided.