微信功能需求的KANO模型分析

Analyzing the Demand of Wechat's Feature Using KANO Model

微信是当前最流行的一种社交媒体,微信功能是否真正满足了用户需求是社交媒体研究领域关注的内容之一。研究运用KANO模型的基本理论,结合在线问卷调查,对微信功能需求进行分析。结果表明:微信用户大部分是年轻、知性、活跃的学生和企业白领;他们对微信粘性高,但大部分微信用户只对聊天、朋友圈、公众号等少数功能有需求,并且表现为一种期望质量特征;用户对大部分功能并不关注,需求感不强。最后提出了微信需更注重用户体验、把握用户隐性需求,精简功能,提供差异化服务的优化改进建议。

Wechat is one of the most popular social communication tools among the Chinese. Whether current available functions in WeChat really meet the needs of its users is followed with great interests by social media researchers. In this papemeeds of intemet users on the various functions of WeChat are analyzed one by one by applying theories developed in the KANO model to process data obtained from the online survey. It is evident from the results that the majority of WeChat users are young, intelligent, socially active students and white- collar workers; Wechat has high user stickiness among its users but only a small number of features and functions are used frequently, like instant messaging, friends circle update, popular public accounts, etc. Improvements and perfection on such function and features are ear- nestly anticipated by WeChat users while most other rarely used functions of WeChat are usually not under the spot light and sometimes go unnoticed by its users. Obviously such functions and features are much less desirable. Finally suggestions are made on optimizing WeChat functions and features by making it conciser and focusing more on providing differentiated services to its users so as to make it more users friendly and less prone to privacy leak.