| 基于移动终端日志的微信老年用户使用行为画像研究 |
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| 引用本文： | 李嘉兴,王晰巍,常颖,张长亮.基于移动终端日志的微信老年用户使用行为画像研究[J].图书情报工作,2019,63(22):31-40. |
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| 作者姓名： | 李嘉兴 王晰巍 常颖 张长亮 |
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| 作者单位： | 1. 南京大学信息管理学院 南京 210023;
2. 吉林大学管理学院 长春 130022 |
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| 基金项目： | 本文系国家自然科学基金面上项目"信息生态视角下新媒体信息消费行为机理及服务模式创新研究"（项目编号：71673108）研究成果之一。 |
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| 摘 要： | 目的/意义] 随着中国逐步进入老龄化社会,越来越多的老年人使用移动社交网络来丰富自己的生活,调查数据显示微信已成为拥有老年用户数量最多的移动社交网络,构建微信老年用户群体画像对促进老年人提升移动互联网时代的社交能力,提升老年人生活幸福感具有重要意义。方法/过程] 通过移动终端日志追踪软件获取微信老年用户使用日志数据,并构建实验环境、布置实验内容获取老年用户使用能力数据,利用k-means算法对数据结果进行聚类分析,并对老年用户属性及使用行为数据进行讨论分析。结果/结论] 基于老年用户画像体系中的用户属性及行为数据聚类结果深入分析微信老年用户行为特征,发现微信老年用户与其他用户群体相比使用强度、交互强度、使用能力偏低;而且微信老年用户群体具有显著差异性,学历越高的老年用户使用能力、交互强度、使用强度越高,即微信活跃老年用户多为高学历用户。根据微信老年用户行为特征制定中国老龄化社会发展中针对老年人的相关社会引导政策具有理论和实践意义。
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| 关 键 词： | 移动终端日志 微信老年用户 使用行为 用户画像 |
| 收稿时间： | 2019-02-10 |
WeChat Elderly Usage Behavior Portrait Research Based on Mobile Terminal Log |
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| Li Jiaxing,Wang Xiwei,Chang Ying,Zhang Changliang.WeChat Elderly Usage Behavior Portrait Research Based on Mobile Terminal Log[J].Library and Information Service,2019,63(22):31-40. |
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| Authors: | Li Jiaxing Wang Xiwei Chang Ying Zhang Changliang |
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| Institution: | 1. School of Information Management, Nanjing University, Nanjing 210023;
2. Management School of Jilin University, Changchun 130022 |
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| Abstract: | Purpose/significance] As China gradually enters an aging society, a large number of elderly people use mobile social networks to enrich their lives. According to the survey data, WeChat has the largest number of elderly users. The construction of WeChat portraits of elderly users is of great significance to promote the elderly to improve their social ability in the era of mobile Internet and improve their life happiness.Method/process] In this study, the log data of WeChat elderly users were obtained through the mobile terminal log tracking software. The ability data of elderly users were obtained through the arrangement of experimental contents. After clustering the data results using the k-means algorithm, the data related to the attributes and usage behaviors of elderly users are discussed and analyzed.Result/conclusion] Based on the clustering results of use behavior data in the portrait system of elderly users, we can conduct an in-depth analysis of the behavior characteristics of WeChat elderly users. We found that WeChat elderly users had lower use intensity, interaction intensity and use ability compared with other user groups. Moreover, WeChat elderly users have significant differences. The more educated the elderly users are, the higher their use ability, interaction intensity and use intensity are. It is of theoretical and practical significance to formulate relevant social guidance policies for the elderly in the development of China's aging society. |
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| Keywords: | mobile terminal log WeChat elderly users usage behavior user portrait |
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