S-O-R分析框架下的强关系社交媒体用户中辍行为的形成机理——一项基于扎根理论的探索性研究

Formation Mechanism of Discontinued Behavior in Strong-ties Social Media under the Framework of S-O-R Theory:An Exploratory Research Based on Grounded Theory

[目的/意义]探究强关系社交媒体用户中辍行为的形成机理及各变量的交互作用模式,为社交媒体开发商及运营商在改进服务品质、优化使用体验和提高用户黏性等方面的管理实践提供具有可供参考的意见和建议。[方法/过程]以强关系社交网络的典型应用微信朋友圈为实证研究对象,选取经验用户为研究样本并通过深度访谈获取文本数据,再采用扎根理论的开放式编码、主轴编码和选择性编码提取概念和范畴,并在S-O-R理论的研究框架下构建概念模型。[结果/结论]情境因素(平台内部因素)和环境因素(平台外部因素)作用刺激用户产生负面的情感认知,进而导致用户产生不同程度的中辍行为,而由人口统计学因素、人格特征、使用特征和关系特征构成的个人因素对强关系社交媒体用户中辍行为起调节作用。

[Purpose/significance]Exploring the formation mechanism of discontinued behavior of strong-ties social media users and the interaction mode of variables so as to provide comments and suggestions for strong-ties social media developers and operators to improve service quality,optimize user experience and improve user stickiness.[Method/process]With the typical application of strong-ties social media WeChat Moment as the research object,this article gets the text data by depth interview and adopts grounded theory to extract concepts and categories through open coding,axial coding and selective coding,and builds the conceptual model under the framework of S-O-R theory.[Result/conclusion]The situational factors(internal factors of the platform)and environmental factors(external factors of the platform)stimulate users to generate negative emotional cognition,which leads to different levels of discontinued behavior,and personal factors consisting of demographic factors,personality traits,usage characteristics,and relationship characteristics modulate the discontinued behavior of strong-ties social medias users.