商务传媒学院知识库

 随着我国互联网产业的迅猛发展，依赖移动设备端和互联网的社交软件层出不穷，因此部分群体的交友模式已从线下分流到线上。伴随这一人群的日益扩大，互联网社交领域已有成果及主要辐射人群成为互联网领域学者们的研究重点。

与“陌陌”“探探”这类主要基于地理位置交友软件不同的是，匿名社交软件“Soul”因主打“社交元宇宙”和“灵魂交友”的创新社交概念，其移动客户端在上线后，用户总增长趋势和日活跃人数增长量均迎来迅猛发展，Soul在成为匿名社交软件领域“黑马”的同时，引发了一些学者对该软件的研究兴趣，其中该软件的用户也成为大部分学者绕不开的研究目标。

Z世代作为Soul最大的用户群体，占Soul总用户的31.76%。Z世代指1996年-2011年间出生的人，该群体也被称为互联网世代和网络世代，这是由于这代人的成长与互联网同步发展，是受互联网、移动设备以及新兴媒体等互联网产物影响最大的一代人。因此作为Soul的主要使用群体，其研究的必要性不容小觑。本文通过研究Z世代群体对Soul的使用满意影响因素，旨在对Soul及整个社交媒体行业的未来发展提出建设性的意见。

本文以马斯洛的“需求层次理论”与卡兹等人提出的“使用与满足理论”为理论依据，采用扎根理论方法，对Soul的100名Z世代用户展开随机调研，利用半结构化访谈的方式收集100名用户对该软件影响使用满意度因素的数据，并对数据结果进行开放式的编码和分类，搭建Z世代对匿名社交软件Soul的使用与满足的影响因素模型。

研究结果表明匿名社交软件Soul的Z世代用户的使用满意度主要受到平台方面和用户方面两个主要方面影响，其中“平台因素”包括平台技术因素、平台功能因素、平台信息质量因素、平台风险监管因素和用户隐私保护因素5个方面；用户因素包扩用户使用动机因素和用户质量因素。针对以上因素分类，笔者为优化匿名社交软件Soul及提升其用户满意度方面提出具有针对性的对策与建议。 

 With the rapid development of China's Internet industry, social software rely on mobile devices and the Internet emerge in an endless stream, so the mode of making friends of some groups has been diverted from offline to online. With the increasing expansion of this group, the existing achievements in the field of Internet social networking and the main radiation groups had became the focus of the Internet scholars.

Unlike other location-based dating apps such as ‘MoMo’ and ‘TanTan’, anonymous social APP ‘Soul’, which focuses on the innovative social concepts of ‘Social meta-universe’ and ‘Soul dating’, has seen a rapid growth in the total number of users and daily active users since its launched. Soul had became a dark horse in the anonymous social software field, and it’s users also attracted a lot of interest of scholars .

As the largest user group of Soul, Generation Z accounted for 31.76 percent of the total Soul users, which were born in 1996 to 2011. This group is also named as Internet generation and Network Generation, because this generation grows up in step with the development of the Internet. It’s the most influenced by Internet products such as the Internet, mobile devices, emerging media and so on. Therefore, as the main user group of Soul, the need to study it cannot be underestimated.

This paper aims to provide constructive suggestions for the future development of Soul and the social media industry as a whole by studying the influencing factors of generation Z's satisfaction with Soul.In this paper, based on Abraham Harold Maslow’s hierarchy of needs theory and Elihu·Kat's Use and satisfaction theory, the grounded theory method is adopted to conduct a random survey of 100 Generation Z users of Soul, and semi-structured interviews are used to collect the data of 100 users on the factors affecting the use satisfaction of this software. The data results are coded and classified in an open way, and the influencing factors model of generation Z's use and satisfaction of anonymous social software Soul is built.

The results show that anonymous social software Soul of Z generation using satisfaction of the users are mainly affected by the platform and the user has two main aspects, including platform factors include platform technology, platform, platform, information quality factors, platform risk regulatory factors and user privacy protection factors in five aspects; User factor package includes user motivation factor and user quality factor. In view of the above factors, the author puts forward targeted countermeasures and suggestions for optimizing anonymous social software Soul and improving its user satisfaction.