摘要
随着社交网络的快速发展,用户参与对社交商务持续发展至关重要。因此,为了提升用户对商务活动的参与,研究以功能可供性为理论支撑,运用文献调研、用户访谈、资料搜集等方法从可视性、可编辑性、可连接性、引导购物性四个维度构建功能需求量表,利用KANO分析挖掘用户参与社交商务活动对平台功能的需求,探索社交媒体平台功能对提升用户参与度的影响。结果显示,可视性、可编辑性、可连接性、引导购物性四个维度功能对用户参与来说大多属于必备质量,可视性、引导购物性方面的魅力质量较多,社交媒体平台应完善信息呈现形式、实时互动等方面的功能。根据这些结论,为用户深度参与、完善平台功能可供性提供了实质性建议。
With the rapid development of social networks,user participation is critical to the continued development of social commerce.Therefore,in order to enhance users’participation in business activities,the research is based on the theoretical support of functional availability,using literature research,user interviews,data collection and other methods to focus on visibility,editability,connectivity,and shopping guide.Dimensionally construct a functional demand scale,use KANO to analyze and explore the needs of users for platform functions when participating in social business activities,and explore the impact of social media platform functions on enhancing user participation.The results show that the functions of the four dimensions of visibility,editability,connectivity,and shopping guidance are mostly essential qualities for user participation,and there are more attractive qualities in terms of visibility and shopping guidance.Social media platforms Functions such as the form of information presentation and real-time interaction should be improved.Based on these conclusions,substantive suggestions are provided for users to deeply participate in and improve the availability of platform functions.
作者
张艳茹
夏志杰
张伟
ZHANG Yanru;XIA Zhijie;ZHANG Wei(School of Management,Shanghai University of Engineering Science,Shanghai 201600,China)
出处
《物流科技》
2022年第11期59-63,共5页
Logistics Sci-Tech
基金
国家社会科学基金一般项目“大数据支持下网络谣言智慧治理机制及运行策略研究”(21BGL243)
上海市哲学社会科学规划一般项目“大数据时代伪健康信息传播特征及多主体协同干预研究”(2020BGL005)。
关键词
平台功能
用户参与行为
社交商务
KANO模型
platform function
user participation behavior
social commerce
the model of KANO
