| As a new communication paradigm,the present social networking platforms are so ubiquitous that users can transmit efficiently in different social networking platforms and sharing their own activities,views and status information,network users can access to increasingly rich information through the news websites,blogs,video platform,social networking sites,search engine,and many other online service.For this reason,users’ use of social networks has become more diversified and complicated.One user can have multiple roles on a social network platform,such as being both content consumers and content producers.Such diversity and complexity of social relationships is also called "social network diversity".When users engage in social activities,their behavior and the criteria for evaluating themselves are the same as the criteria for evaluating other members.This implicitly forms a set of relevant norms and expectations to guide the behavior of users,who switch roles between different social networks,leading to more obvious role conflicts and user overloading.Considering that social networks don’t create their own content,the business of social networks depends entirely on user-generated content to survive and thrive.The phenomenon of user latency,reduce the frequency of use,transfer,and exit are common in today’s social networks,and user participation in social networks usually follows the pareto law 80/20,that 80%of social network content is created by 20%of active users,which is a challenge for the sustainable development of social networks,but it is also the inevitably experience stage of the process of using social networks,so we need to correct view on this non active behavior of users.The active engagement of users is the key to keeping social networks thriving,generating new knowledge and value for business,economics,and public politics.However,n social networking platforms,the majority of users are passive users who contribute little.In order to better understand this passive behavior,this thesis aims to study the behavior of large groups of people who make a small contribution to social networking platforms.The study of passive use behavior of users in different forms can have a more comprehensive understanding of all the behaviors of users in social network platforms and their causes and processes.The following three questions are mainly studied:First,finding and defining the passive use behavior of users.Whether this phenomenon is really widespread in social network platforms or not,and how to define users’ passive use behaviors,as well as their characteristics and rules;The second is to recognize and analyze the passive use behavior.Analyze the main reasons,influencing factors and action mechanism of users’ passive use behavior;The third is to treat the passive use behavior correctly.Based on the discovery and cognition of passive use behavior,rationalization inspiration and suggestions are given.In order to ensure the logic and coherence between contents,this thesis selects Zhihu as the research platform for data acquisition and analysis.The main contents include:On the basis of summarizing and drawing on the relevant research results at home and abroad.Firstly,this thesis comprehensively uses a variety of related theories and research methods to analyze the characteristics of users’ passive use behavior and find out the rules of the change process of users’behavior.The results show that the users of Zhihu platform generally have passive use behaviors,and the passive use behaviors of the users of Zhihu platform are defined.Intermittent dropout is a common passive behavior among the users of Zhihu platform.The time and characteristics of dropout are different among different social platforms.The passive use behaviors of Zhihu platform users show different changing processes,and the passive use behaviors of users have the characteristics of periodically stopping and returning to use or terminating use.Second,in the actual user behavior process,on the basis of analysis of induction,through one-on-one interviews to understand the user’s habits,using grounded theory.Based on the grounded theory,a model of the influencing factors of users’ passive use behavior in social network platform is established.Then to explore the reasons for different forms of behavior of users in the process of using social networks,to clarify the influencing factors of users’ passive use behavior.Result shows that the Zhihu users’ passive use behavior is affected by the multi-dimensional factors,including platform factors(information overload,system quality,quality of service),environmental factors(alternative platform’s attracttion)and personal factors(sharing cost,privacy risk,the experience of using),these are directly or indirectly affect users’ passive use behavior;According to the expectation perception theory,the use experience is the emotional response of users to perceive external stimulus factors,and it is the direct cause of passive use behavior.The use experience of users has a significant passive influence on passive use behavior.Finally,on the basis of the above theoretical model,through the questionnaire survey method to get data for the empirical analysis of influencing factors,the result shows that the information overload can significantly directly affects the user’ passive behavior,system quality and service quality significantly affects the experience,through the use experience indirectly passively impact users’passive behavior;Privacy risk and sharing cost have significant positively effects on users’ passive behavior.Alternative platform’s attraction has a significant passive impact on user experience,and indirectly affects users’ passive behavior through use experience.Based on this,the thesis puts forward some suggestions on how to deal with users’ passive use behavior from the perspective of platform and individual. |
