社交属性对赞噢校园集市用户持续使用的驱动机制研究

Study on the Driving Mechanism of Social Attributes on Users’ Continuous Usage of Zan’ao Campus Market

摘要: 为探究校园闲置社媒平台中社交属性对用户持续使用的驱动机制，本文以赞噢校园集市小程序为研究对象，结合101份有效用户问卷、2025年7月11日~8月10日平台1965条帖子及5个跨校话题互动数据，辅以个人1年使用经验及3天微观行为记录展开研究。本研究为基于特定案例在特定时间段的探索性研究，重点聚焦“交易型社交”与“兴趣型社交”对用户留存的差异化影响。结果显示，社交属性通过“内容推送激活打开频率”“互动功能增强用户黏性”“话题运营平衡流量周期”促进用户持续使用，但平台存在内容分类混乱、功能监管不足、社交功能同质化问题。研究补充了垂直场景下社媒平台用户行为研究，为校园闲置社媒平台优化运营、推动校园资源循环提供参考。

Abstract: To explore the driving mechanism of social attributes on users’ continuous usage in campus idle social media platforms, this study takes the Zan’ao Campus Market Mini Program as the research object. It conducts the research by integrating 101 valid user questionnaires, 1965 posts on the platform from July 11 to August 10, 2025, and interactive data of 5 cross-campus topics, supplemented by the researcher’s 1-year usage experience and 3-day micro-behavior records. This study is an exploratory research based on a specific case within a specific time period, focusing on the differential impacts of “transactional social interaction” and “interest-based social interaction” on user retention. The results show that social attributes promote users’ continuous usage through three aspects: “content push activating opening frequency”, “interactive functions enhancing user stickiness”, and “topic operation balancing traffic cycles”. However, the platform has problems such as chaotic content classification, insufficient function supervision, and homogenization of social functions. This study supplements the research on user behavior of social media platforms in vertical scenarios, and provides references for campus idle social media platforms to optimize operations and promote the circulation of campus resources.