Research On The Success Factors Of Social Website Based On Interest Map

With the development of SNS, various types of network applications areconstantly emerging. New demands of users will be generated even though they aresatisfied with the network service currently. Nowadays SNS has entered the stage ofstable development. Finding new thoughts, improving user experience has beenurgent tasks for SNS management team to be solved. Just at the point, theappearance of SNS innovation makes it possible. As the representative of it, Pinterest,an Interest graph SNS, has become a popular and one of the favorite SNS whichredefining the features of SNS. The trend also begins to flourish gradually in China, itsgreat commercial value and growth potential makes it the focus of SNS industry.This paper aims to find out the users internal demand and the intrinsicmotivation of Interest graph SNS operation, in order to promote its development andprovide better network products and services for users.“The interactive relationship between SNS and its user” is the research subject.Based on the methods of interdisciplinary research and literature research, with theguide of interest theories, by using Pinterest as a case study, this paper intends toprobe into the success factors and trends of interest graph SNS.The results of this paper are:1. By classifying and comparing the different graphs of SNS, analysis thelimitation of social graph and new trends of interest graph’s advantages;2. Through the case study of Pinterest, concluded the success factors of interestgraph SNS: Interest Lead of Website, Self-driven Interest of User; The InteractiveRelationship between SNS and User;3. Based on the brand-new interest graph, the interest marketing ideas will bringSNS more possibilities: User Interest Locating; Opinion Leader and Consumer Circle;Interest Sharing of Brands; Interest Curve;4. Provide four solutions for SNS development in China: Nourishing the UGCenvironment and highlighting the content differences; developing the multi-levelsocial features and building immersive social environment; Insight into actual needs of users and positioning properly; establishing interest marketing platform andstrengthening O2O interaction;5. Interest graph is and will be an important graph of SNS. By using it wisely, itcould stimulate user’s interest effectively. With the combination of other graphs,interest graph SNS will constantly maintains the positive interactive relationshipbetween website and user.The innovations are：1. Based on the interdisciplinary research method, applied the "interest"research of psychology into network communication study. Firstly introduced the"interest interaction model" of interest graph SNS;2. The first systematic study the difference of different graphs of SNS, furtherexploring the advantages and the significance of interest graph;3. The first systematic case study of interest graph SNS, expanding theunderstanding of SNS and presenting its new features and user experiences.