移动社交网络用户间歇性中辍行为形成机理的概念模型——一项基于扎根理论的探索性研究

A Conceptual Model for the Formation Mechanism of Intermittent Lieutenant Behavior of Mobile Social Network Users:An Exploratory Study Based on Grounded Theory

文章选取深度使用且有间歇性中辍行为的微信用户群体为实验样本,采用“情境实验+深度访谈”的研究方法获取文本信息,基于开放性编码、主轴编码和选择性编码的三级扎根分析流程提炼出认知、情感、情境和个体四大影响因素类型并构建间歇性中辍行为形成机理的理论模型。“认知因素-情感因素-行为结果”是移动社交网络用户间歇性中辍行为形成机理的流程主线,个体因素和情境因素对社交网络用户的间歇性中辍行为起到调节或直接影响的作用。降低负面使用效能、提高转换成本、建立中辍行为的动态检测体系、制定个性化用户管理方案等多方合力能合理、高效地抑制中辍行为并提高用户黏度。

Based on the research sample of WeChat users with heaviest and intermittent discontinuance behavior, the paper used the "situational experiment", and "depth interview" to obtain text information, then the open coding, axial coding and selective coding were used to extract four major affecting factors such as cognitive factors, emotional factors, contextual factors and individual factors and construct a theoretical model for the formation mechanism of intermittent discontinuance behavior."Cognitive Factors 一 Emotional Factors 一 Behavioral Results' is the mainline process of the formation mechanism of users' intermittent discontinuance behavior in mobile social network, individual factors and contextual factors play a role of moderate or direct influence. The combination of reducing negative use efficiency, increasing conversion costs, establishing a dynamic detection system for intermittent discontinuance behavior, and making personalized management schemes can reasonably and efficiently suppress intermittent discontinuance behavior and increase users * loyalty.