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摘 要：[目的/意义]基于动态用户画像探索学术虚拟社区的粘性驱动机制在于用户角色精准定位，有助于提升用户忠诚度、信任度、留存率、回访率。[方法/过程]依据社区属性和用户感知分析学术虚拟社区的粘性驱動因子;以用户自然属性、行为属性、心理特征为用户画像的数据来源，建构包括基础数据、行为建模、服务应用、评价反馈4个模块的动态用户画像结构模型;结合驱动因子与结构模型构建了粘性驱动机制模型。[结果/结论]模型深度刻画了学术虚拟社区用户全貌，为优化系统效能和精准化服务指供指导，以期增强学术信息资源流转与学术影响力。
关键词：学术虚拟社区;用户画像;社区粘性;用户粘性;驱动机制
DOI：10.3969/j.issn.1008-0821.2019.07.002
〔中图分类号〕G203 〔文献标识码〕A 〔文章编号〕1008-0821（2019）07-0009-09
Abstract：[Purpose/Significance]The sticky driving mechanism for exploring virtual academic community based on dynamic user profile lies in the precise positioning of user roles，which helps to improve rate of loyalty，reliability，retention and re-access of users.[Method/Process]This paper analysed the sticky driving factors of academic virtual community based on community attributes and user perception，took users natural attributes，behavioral attributes and psychological characteristics as the data source of user profile，constructed a dynamic user profile structure model including four modules：basic data，behavior modeling，service application and evaluation feedback;The sticky driving mechanism model was constructed by combining the driving factors and the structural model.[Result/Conclusion]The model portrayed the full view of the virtual academic community users，and provided guidance for optimizing system performance and accurate services，in order to enhance the flow of academic information resources and academic influence.
Key words：virtual academic community;user profile;community stickiness;user stickiness;driving mechanism
Davenport
关键词：学术虚拟社区;用户画像;社区粘性;用户粘性;驱动机制
DOI：10.3969/j.issn.1008-0821.2019.07.002
〔中图分类号〕G203 〔文献标识码〕A 〔文章编号〕1008-0821（2019）07-0009-09
Abstract：[Purpose/Significance]The sticky driving mechanism for exploring virtual academic community based on dynamic user profile lies in the precise positioning of user roles，which helps to improve rate of loyalty，reliability，retention and re-access of users.[Method/Process]This paper analysed the sticky driving factors of academic virtual community based on community attributes and user perception，took users natural attributes，behavioral attributes and psychological characteristics as the data source of user profile，constructed a dynamic user profile structure model including four modules：basic data，behavior modeling，service application and evaluation feedback;The sticky driving mechanism model was constructed by combining the driving factors and the structural model.[Result/Conclusion]The model portrayed the full view of the virtual academic community users，and provided guidance for optimizing system performance and accurate services，in order to enhance the flow of academic information resources and academic influence.
Key words：virtual academic community;user profile;community stickiness;user stickiness;driving mechanism
Davenport