在线用户创作内容对用户忠诚度的影响.docVIP

在线用户创作内容对用户忠诚度的影响 ——以豆瓣网为例 摘 要 UGC是“User Generated Content(用户原创内容)”的缩写。在一些组织中也将其称作 UCC User created Content 。UGC的概念最早起源于互联网领域，即用户将自己原创的内容通过互联网平台进行展示或者提供给其他用户。UGC是伴随着以提倡个性化为主要特点的Web2.0概念兴起的。UGC并不是某一种具体的业务，而是一种用户使用互联网的新方式，即由原来的以下载为主变成下载和上传并重。YouTube、MySpace等网站都可以看做是UGC的成功案例，社区网络、视频分享、博客和播客(视频分享)等都是UGC的主要应用形式。 在快速发展的电子商务时代，忠诚的客户是电子商务成功的关键。结合我国电子商务现状，以豆瓣网为例，分析在线用户的各种创作活动对其忠诚度的影响，采用问卷调查法和Google Analytics中对用户忠诚度的4个度量指标：用户访问频率、最近访问时间、平均停留时间、平均访问页面数来量化网站的用户忠诚度。 对顾客忠诚的障碍因素及驱动因素进行分析，阐述培养顾客忠诚的策略，以及行理论和实践两方面为网站提高顾客忠诚度的知识水平和实践操作能力。为网站如何激励用户参与到网络社区，创作分享更多的内容，系统性地建构顾客忠诚度培养体系制定策略，使网站在网络背景下保持竞争优势。 关键词：豆瓣网；在线用户；用户忠诚度；网站竞争力 Impact of user content creation on user loyalty —— to Supplied nets as an example Abstract UGC is the User Generated Content ( UGC ) .. In some organizations also called the UCC User created Content. The concept of UGC originated in the Internet field,whereby the user will own original content through the Internet platform for display or for other users. UGC is accompanied by promote individuality as the main features of the Web2.0 concept arisen. UGC is not a specific business, but a user using the Internet the new way, from the original to become download and upload and download. YouTube, MySpace and other sites can be UGCsuccess stories,community network, video sharing, blog and Podcast ( video sharing ) are the main UGC application form. In the rapid development of electronic commerce, customer loyalty is the key to the success of e-commerce. According to our countrys present situation of electronic commerce, to watercress network as an example, analysis of online users of various creative activities for its loyalty, adopting the method of questionnaire and Google Analytics on customer loyalty:4 metric: user access frequency, the last access time, mean retention time, the average number of pages to quantify user access loyalty. On the obstacle factors of customer loyalty and its driving factors analysis, elaborated raises the strategy of cu