基于Kano模型的短视频平台拓展信息服务功能研究

Extending Information Service Function of Short Video Platform Based on Kano Model

通过网络调研总结归纳国内主要短视频平台所提供的拓展信息服务功能,据此设计调查问卷,并依次进行Kano模型数据分析、混合类分析、满意度指数分析,对短视频平台拓展信息服务功能进行需求类型及功能优先度界定。研究结果表明:15种拓展信息服务功能中,期望型功能2个,必备型功能1个,魅力型功能5个,无差异型功能7个。并针对不同功能类型提出针对性优化建议,以期为短视频平台提升信息服务效率、优化用户体验、建立稳定的用户群体提供借鉴与参考。

Based on the expanded information service functions provided by the main domestic short video platforms summarized through the network survey,the author designs the questionnaire and carries out Kano model data analysis,mixed category analysis,satisfaction index analysis to define the demand type and function priority of the expanded information service functions of short video platforms.The results show that among the 15 expanded information service functions,there are 2 expected functions,1 essential function,5 attractive functions and 7 non-differentiated functions.Then targeted optimization suggestions are proposed for different function types,with a view to providing reference for short video platform to improve the efficiency of information services,optimize user experience,and establish a stable user group.