移动学术社区用户持续参与行为的影响机制研究

Study on Influencing Mechanism of Users’Continuance Engagement Behaviors in Mobile Academic Community

[目的/意义]移动学术社区是新媒体和学术社区融合发展的创新产物,系统探究移动学术社区中用户持续参与行为的影响机制,对于强化社区用户关系管理,提升社区服务质量具有重要意义。[方法/过程]采取扎根理论方法,以半结构化访谈资料为基础,通过开放式编码、主轴式编码和选择式编码的方式提炼相应的概念范畴,以此对其作用路径进行分析。[结果/结论]明确影响用户持续参与行为的4个主范畴,即平台服务载体、需求情境因素、个体典型特征、过程体验评价,据此确立相应的概念模型和作用机理,并从平台运营设计、需求服务感知和多重体验优化三个维度为移动学术社区的发展提出相关参考建议。

[Purpose/significance]Mobile academic community(MAC)is an innovation product based on the integrative development of new media and academic community.The paper aims to explore the influence mechanism of users’continuance engagement behavior,so as to deepen the user relationship management and improve the service quality in MAC.[Method/process]Based on the semi-structured interview data,it adopts the method of grounded theory to extract and purify corresponding conceptual categories by means of open coding,axial coding and selective coding,and analyzes the acting paths.[Result/conclusion]The paper summarizes the four main categories,namely,service platform,need-contextual factors,individual characteristics and process experience evaluation,establishes the theoretical model and the internal mechanism,and finally puts forward some practical suggestions for innovative development of MAC,including design of platform operation,demand service perception,and multi-experience optimization.