以个性化推荐服务为特色的手机新闻客户端“今日头条”案例研究

发布时间：2018-01-07 10:09

本文关键词：以个性化推荐服务为特色的手机新闻客户端“今日头条”案例研究　出处：《北京外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网技术的不断发展和触屏智能手机的广泛普及,人们的新闻阅读习惯呈现出越来越移动化的趋势,而移动新闻客户端成为很多用户获取新闻资讯的主要渠道。与此同时,移动互联网时代信息过载和移动新闻客户端产品同质化问题日益凸显。在这种情况下,"今日头条"等以个性化推荐服务为特色的移动新闻客户端,在激烈的竞争中脱颖而出,在短短几年时间里积累了大量的活跃用户,使移动互联网时代信息传播进入了个性化模式。为了充分了解这种新的信息传播模式,本文选取"今日头条"这一最受欢迎也最受争议的个性化推荐手机新闻客户端为研究对象,通过案例研究,参与观察、访谈和问卷调查相结合的研究方法,从"今日头条"公司方面探究其自我定位、内容来源、个性化推荐机制、出资方和盈利模式;从用户方面探究用户的使用行为及动机和评价;最后对个性化信息推荐的优缺点进行反思并提出相关建议。本研究有如下发现:从"今日头条"公司方面来说:一,"今日头条"自我界定为一家科技公司,并表现出一种明显的新闻逃避态度,以逃避价值观和媒体责任相关问题;同时,这一定位又决定了它"用户至上"的运营理念,迎合用户,追求极致的用户体验,因而获得了较高的用户满意度。二，，"今日头条"通过导流、购买版权和流量广告分成等方法和多家传统媒体建立起广泛合作,为平台获取优质内容来源;同时通过自媒体平台"头条号"大力支持自媒体创作以为平台产生大量原创内容。三,"今日头条"的个性化推荐机制是通过算法进行用户标签和内容标签之间的匹配,用户兴趣模型的建立主要依据用户在平台的阅读行为。四,"今日头条"因其移动端信息新入口的价值而备受资本青睐,又因定向广告投放而收入丰厚。对"今日头条"的用户分析表明,"今日头条"的用户大多数是18～30岁的年轻人;最大的用户群体是上班族;最受欢迎的信息类型是社会新闻、娱乐、时政和段子;女性用户更青睐娱乐、时尚等软资讯,男性用户更喜欢时政、财经等硬资讯;图片是最受欢迎的信息形式,短视频的接受程度不如预期;用户使用"今日头条"的主要动机是了解最近发生的事,获得个性化信息阅读体验,增长见闻和知识,以及娱乐放松。用户对"今日头条"满意度最高的是新闻更新速度快,信息的多媒体展示和娱乐功能;满意度最低的是内容的质量和可信度。用户对"今日头条"个性化推荐精准度对评价褒贬不一,整体而言,使用时间越长,越频繁的用户满意度越高。经过案例分析,本研究认为个性化信息推荐的主要优点是以用户为中心,实现信息价值的重估,促进自内容创业的繁荣;主要缺点是作为公司的"今日头条"置利益先于责任,算法不透明,以及造成用户对"信息垃圾"的沉迷,产生限制用户资讯视野的过滤气泡。在此基础上,本研究提出三条建议:一,"今日头条"必须重视算法背后的责任和价值问题;二,"今日头条"应重视并提高平台在用户心中的可信度;三,用户应意识到个性化推荐存在的问题,公众应警惕个性化推荐取代编辑把关。
[Abstract]:With the popularization of the continuous development of mobile Internet technology and smart touch screen mobile phone, people's reading habits news showing a growing trend of mobile, mobile news client has become a major channel for many users to get news and information. At the same time, the mobile Internet era of information overload and mobile news client products homogenization problems have become increasingly prominent in this. Under the condition of today's headlines such as personalized recommendation service for the characteristics of mobile news client, talent shows itself in the fierce competition, in just a few years has accumulated a large number of active users, the mobile Internet era into the personalized information dissemination mode. In order to fully understand the information dissemination of this new model, this paper selects "today the headline" this one of the most popular and most controversial personalized mobile phone news client as the research object, through case study, Research methods of participant observation, interview and questionnaire combination, from today's headlines, to explore the self positioning, content sources, personalized recommendation mechanism, investors and profit model; using the behavior of a user from the user and the motivation and evaluation; finally, the advantages and disadvantages of personalized information recommendation and put forward relevant reflection suggestions. This study has the following findings: from today's headlines company: first, today's headlines self defined as a technology company, and showed an obvious news attitude to escape, to escape the values and media responsibility; at the same time, this position has decided its users "first" business philosophy, to cater to the user, the pursuit of the ultimate user experience, thereby gaining a higher user satisfaction. Two, today's headlines through diversion, buy copyright and flow advertising into other methods and traditional media Body to establish extensive cooperation, access to high-quality content sources for the platform; through the media platform "headline" strong support from the media platform creation thought to produce a large number of original content. Three, the personalized recommendation mechanism of today's headlines is the matching between user and content label label by algorithm, user interest model is established according to users in the reading behavior of the platform. Four, today's headlines for the mobile terminal entrance of the new information value and much favored capital, because targeted advertising and lucrative. "That user analysis of today's headlines, today's headlines most users is 18 to 30 year olds; maximum user groups are workers; the type information is the most popular social news, entertainment, politics and scripts; female users prefer entertainment, fashion and other soft information, more male users love affairs, finance and other hard information; The picture is the most popular form of information, short video acceptance than expected; the user "the main motivation is to understand today's headlines recently happened to get personalized information reading experience, increase their knowledge and expertise, and recreation. Users of today" head "is the highest satisfaction news update speed. Information and entertainment multimedia display function; the lowest satisfaction is the quality of the content and user credibility. On today's headlines personalized recommendation accuracy of mixed reviews, overall, the longer the time, the more frequent user satisfaction is higher. Through case analysis, this study suggests that the main advantages of personalized information recommendation based on user as the center, to achieve revaluation of the value of the information, promote the content of entrepreneurship boom; the main disadvantage is that as the company's" today's headlines in the interests of the first responsibility, algorithm and opaque. By users of the "information rubbish" addiction, the filter bubble restricted user information field. On this basis, this study puts forward three suggestions: first, today's headlines must pay attention to the responsibility and value behind the algorithm; two, today's headlines should pay attention to and provided reliable platform in the minds of users; three, the user should be aware of the problems of personalized recommendation, the public should be wary of personalized recommendation instead of editing.

【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G210.7

【相似文献】