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Relationship Of Social Network Users’ Influence, Vitality And Self-disclosure Degree Under Different Trust Environment

Posted on:2016-05-05Degree:MasterType:Thesis
Country:ChinaCandidate:Y N HuoFull Text:PDF
GTID:2297330467995088Subject:Industrial Economics
Abstract/Summary:PDF Full Text Request
The spring of social network products in recent years has pushed the development of Internet to a new stage. The information transfers so fast, spreads so widely and influence so many users in these social network products, that the way information disseminates and shares has been completely altered. In the meantime, competitions among social network products are constantly intensifying. The core operational indicator of social network products often lies in the capability of attracting more active users. Users generate, share and spread information on social network products, they also create values for social network products. Social network products gather and analyze user behavior data, and hence improve product features and operation mechanism. In this process, the user experience of the social network products are enhanced, as well as the business value of the products.In this study, two of the nation’s largest integrated social networking platform-Sina Weibo and Renren are studied, to compare social network products users’influence, vitality and self-disclosure degree under different trust environment. Firstly, the study compares the trust environment on the two social network products. Then quantify and analyze the users’influence, vitality and self-disclosure degree data on the two social network products, and finally analyze the relationship among these three effects through an intermediary effect analysis. The study shows that from either a product design perspective or a user perception perspective, Renren has a more trusting environment than Sina Weibo. In a more trusting environment (e.g. Renren), user self-disclosure degree has a positive influence on user vitality through user influence, while in a less trusting environment (e.g. Sina Weibo), user vitality takes an effect on user self-disclosure degree through user influence.
Keywords/Search Tags:social network, trust, user influence, vitality, self-disclosure, intermediary effect
PDF Full Text Request
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