基于海量日志数据的移动APP用户采纳过程研究

›› 2017, Vol. 29 ›› Issue (1): 125-133.

基于海量日志数据的移动APP用户采纳过程研究

张崇¹, 刘颖^2,3, 初敏⁴, 梅梅⁵

1. 北京语言大学信息科学学院, 北京 100083;
2. 中国科学院大学经济与管理学院, 北京 100190;
3. 中国科学院大数据挖掘与知识管理重点实验室, 北京 100190;
4. 阿里巴巴集团阿里云计算有限公司, 北京 100020;
5. 中国医学科学院医学信息研究所, 北京 100020

收稿日期:2013-12-13 出版日期:2017-01-28 发布日期:2017-03-16
通讯作者: 刘颖(通讯作者),中国科学院大学经济与管理学院副教授,博士。
作者简介:张崇,北京语言大学信息科学学院副教授,博士;初敏,阿里巴巴集团阿里云计算有限公司总监,博士;梅梅,中国医学科学院医学信息研究所图书馆馆员,硕士。
基金资助:
国家自然科学基金项目（71202115；71172199；71573244；71532013）；中央高校基本科研业务专项资金北京语言大学科研项目（14YBB13；15YJ030008；16YJ030001）；CCF-腾讯犀牛鸟科研基金（RAGR20150113）。

A Study of Mobile APP Adoption Process Based on Massive Log Data

Zhang Chong¹, Liu Ying^2,3, Chu Min⁴, Mei Mei⁵

1. School of Information Science, Beijing Language and Culture University, Beijing 100083;
2. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
3. Key Laboratory of Big Data Mining and Knowledge Management, University of Chinese Academy of Sciences, Beijing 100190;
4. Alibaba Cloud Computing Co. Ltd., Beijing 100020;
5. Institute of Medical Information, Chinese Academy of Medical Sciences, Beijing 100020

Received:2013-12-13 Online:2017-01-28 Published:2017-03-16

摘要/Abstract

摘要：

移动APP市场的迅猛发展吸引了众多开发者前来掘金并带来大量供给，然而用户注意力的稀缺性及手机资源的有限性使得能够获得用户采纳和使用的只有少数APP。本文定性及定量地刻画移动APP用户采纳的整个过程，探讨采纳过程中的用户行为特征：首先通过对76位用户的深度调研构建APP的"用户采纳过程概念模型"，将用户对APP的采纳过程凝炼为四个阶段、三次决策、三种流失；其次通过对约两千万移动APP用户行为日志数据的分析和挖掘，揭示移动APP用户生命周期的基本分布特征，确定采纳过程不同阶段的周期及关键时间节点，并分析了采纳过程中的两阶段用户流失率及特征。

关键词: 移动应用, 技术采纳, 用户采纳, 用户流失

Abstract:

This study qualitatively and quantitatively analyzes the whole adoption process of mobile APP. Firstly we build user adoption process conceptual model of mobile APP based on 76 users' interview and point out that the whole adoption process include four stages, three times of decision-making and three kinds of user losing; Then we reveal the user behavior features based on 20 million users log data:analyze the basic distribution features of user lifecycle, define the cycle time of different stages and analyze the two-stage user losing rate of the whole adoption process.

Key words: mobile APP, technology adoption, customer adoption, customer losing

张崇, 刘颖, 初敏, 梅梅. 基于海量日志数据的移动APP用户采纳过程研究[J]. , 2017, 29(1): 125-133.

Zhang Chong, Liu Ying, Chu Min, Mei Mei. A Study of Mobile APP Adoption Process Based on Massive Log Data[J]. , 2017, 29(1): 125-133.

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