基于用户评论与Kano模型的虚拟学术社区优化策略研究

Research on Optimizing Strategy of Virtual Academic Community Based on Users’Comments and Kano Model

[目的/意义]虚拟学术社区运营的好坏直接影响用户使用社区的意愿,探究用户对虚拟学术社区运营的需求类型,并根据需求特点来优化虚拟学术社区,为完善虚拟学术社区运营机制提供参考。[方法/过程]通过网络爬虫技术采集"小木虫"论坛事务版块中用户评论,运用Textrank算法提取关键词进行编码形成9个用户需求要素,据此设计Kano问卷进行调查,并依次进行Kano模型归类、混合类分析和Better-Worse系数分析,完成用户需求类型的界定。[结果/结论]研究发现平台推广为兴奋型需求,发帖规范属于基本型需求,基础设施维护、管理团队建设、专业特色和学术资源建设为期望型需求,奖励制度、用户互动和社会对接为无差别型需求。根据不同需求类型的特点提出虚拟学术社区优化策略的建议,为虚拟学术社区运营优化提供参考。

[Purpose/significance]The operation of virtual academic community has a direct impact on users’willingness to use the community.This paper explores the types of users’needs for the operation of virtual academic community,and optimizes the virtual academic community according to the characteristics of the needs,so as to provide reference for improving the operation mechanism of virtual academic community.[Method/process]Using web crawler technology to collect user comments in the"Little Wooden Bug"forum Affairs Section,and using Textrank algorithm to extract keywords for coding,then forming nine users’demands elements.Designing Kano questionnaire for investigation,and carring out Kano model classification,mixed class analysis and better worse coefficient analysis in order to complete the definition of user demand type.[Result/conclusion]The research reveals that platform promotion is an exciting demand,post specification is a basic demand,infrastructure maintenance,management team construction,professional characteristics and academic resources construction are expected demand,and incentive system,user interaction and social docking are undifferentiated demand.According to the characteristics of different demand types,this paper puts forward some suggestions on the optimization strategy of virtual academic community,which can provide reference for the operation optimization of virtual academic community.