使用与满足理论视角下微博SVIP用户行为及营销研究

Research on Weibo SVIP User Behavior and Marketing from the Perspective of Usage and Satisfaction Theory

摘要: 本研究基于使用与满足理论与传播隐私管理理论，通过半结构化访谈法对16位微博SVIP用户进行深入分析，系统探讨其付费动机、行为策略及平台功能对隐私观念的影响。研究发现，用户付费行为呈现三类典型画像：实用导向型用户视SVIP为提升内容运营与数据分析效率的“生产力工具”；身份表达型用户将其作为获取社群认同与情感满足的“社交货币”；隐私焦虑型用户则出于防御动机，通过消费赎回个人隐私控制权，反映出深刻的“隐私悖论”。研究进一步指出，“查看访客”功能引发显著隐私边界湍流，使用户行为从自由探索转向策略性博弈。基于此，本文提出应依据用户画像实施差异化营销沟通，并通过“隐私选择权让渡”“信息模糊化”等产品创新重构SVIP的隐私伦理价值，在提升商业效能的同时重建用户信任，为社交媒体付费功能的可持续发展提供理论启示与实践路径。

Abstract: This study is based on the Use and Gratification Theory (U&G) and the Communication Privacy Management Theory (CPM). Through semi-structured interviews, 16 Weibo SVIP users were analyzed in depth to systematically explore the impact of their payment motivations, behavioral strategies, and platform functions on privacy concepts. Research has found that there are three typical profiles of user payment behavior: utility oriented users view SVIP as a “productivity tool” to improve content operation and data analysis efficiency; Identity expressive users use it as a “social currency” to gain community recognition and emotional satisfaction; Privacy anxious users, driven by defensive motives, redeem their personal privacy control through consumption, reflecting a profound “privacy paradox”. The study further suggests that the “view visitors” feature triggers significant privacy boundary turbulence, shifting user behavior from free exploration to strategic gaming. Based on this, this article proposes that differentiated marketing communication should be implemented based on user profiles, and the privacy ethical value of SVIP should be reconstructed through product innovations such as “invisible access” and “information blurring”. This will not only enhance business efficiency but also rebuild user trust, providing theoretical inspiration and practical paths for the sustainable development of social media payment functions.