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用户作为社交网站的核心资源,其数量及其活跃程度是网站成功的关键因素。而对于曾经盛极一时的SNS,在一个较短的时间内出现用户数量及活跃程度的大规模衰退,其隐藏的用户流失原因需要深入探讨。本文基于S-O-R理论,以开心网流失用户作为研究对象,从激励理论的视角出发,运用扎根分析和民族志决策树的方法设计访谈内容,同时依据访谈内容抽取用户流失要素并对关键要素进行整理分类。结果表明,用户流失的要素主要包括关系层面、安全层面、经济层面、内容层面、网站设计层面及外部环境因素层面。最后,本文对用户流失的原因要素进行了深入讨论,并给出了相应对策。
Users as the core resources of social networking sites, the number and level of activity is the key to the success of the site. As for the SNS which once flourished, the massive decline of the number and the activeness of users occurred in a relatively short period of time, and the hidden causes of user loss need to be further explored. Based on the theory of SOR and the user loss of happy net, this paper studies the contents of the interview from the perspective of motivation theory by using the method of grounded root analysis and ethnography decision tree. At the same time, according to the content of the interview, we draw the user’s missing elements and classify the key elements . The results show that the elements of user churn mainly include relationship level, security level, economic level, content level, website design level and external environment level. Finally, this paper discusses the causes of user loss in depth, and gives the corresponding countermeasures.