活动理论视角下社会化问答社区机构号用户画像研究

User Portraits of Institution Accounts in Social Q&A Community Based on Activity Theory

[目的/意义]通过构建社会化问答社区机构号用户画像,揭示各类机构号群体的内容生产和社群交互特征,对机构号内容运营的优化具有意义。[研究设计/方法]构建了活动理论框架下的机构号信息行为模型。抽取特征标签并量化,刻画包含基本信息、内容生产、社群交互、平台功能和话题专注特征的机构号用户画像概念模型。结合活跃度标签和内容质量标签实现用户聚类,并分析各聚类的画像特征。[结论/发现]生成活动理论视角下的机构号画像,按内容质量和活跃度识别出机构号的四种类型。机构号内容运营的核心要素是在擅长领域持续稳定地输出优质内容;高质量的回答能够吸引高影响力用户,通过社群经营能够提高内容运营可见度与社区曝光;机构号内容运营聚焦少数主题策略,但在投入与产出不成正相关时,适当结合其他更有传播性的主题,可以实现用户引流。[创新/价值]基于活动理论构建机构号用户画像,识别出内容生产和社群交互特征,有助于优化机构号内容运营效率和提升社区影响力。

[Purpose/Significance] By constructing the user portraits of institution accounts in the social Q&A community,this paper aims to reveal the characteristics of content production and community interaction among different groups of institution accounts,which is of significance for optimizing the content operation of institution accounts.[Design/Methodology] This paper constructs an information behavior model for institution accounts based on the framework of activity theory.By extracting and quantifying feature tags,a conceptual model of institution accounts' user profile is described,including basic information,content production,community interaction,platform functions,and topic-focused features.User clustering is achieved by combining activity tags and content quality tags,and the portrait features of each cluster are analyzed.[Findings/Conclusion] This paper constructs a user profile of institution accounts from the perspective of activity theory,and identifies four types of institution accounts based on content quality and activity.The study finds that the core elements of institution accounts content operation are the continuous and stable output of high-quality content in areas of expertise;high-quality answers can attract high-impact users,and community exposure can be improved through community management;the content operation of institution accounts focuses on a small number of thematic strategies,but when input and output are not positively related,user diversion can be achieved by properly combining other more communicative themes.[Originality/Value] This study constructs the user profile of institution accounts based on activity theory,and identifies the characteristics of content production and community interaction,which helps optimize the content operation of institution accounts and enhances the influence of the community.