Fall in love with the user - Love triangle theory and user stickiness

In user interviews, we are not content with knowing the user's need for product features. We would like to explore the user's perception of Weibo, so we will ask the user what kind of microblogging.

We hope that the microblogging is fresh and interesting in the eyes of users, is warm and pleasant, is trustworthy; we hope that the user can share his / her happiness and sadness here and can establish his / her circle; and we hope to be with the user Experience together grow, all-round integration into his / her life.

Sounds like a feeling of falling in love. When we are in love, we feel warm and cheerful when we are with our lover. We can always find infinite charm from each other. We are willing to trust, depend on each other and are willing to share everything. We and our lover gradually have mutual friends who both go through all sorts of things and integrate with one another's life.

This is exactly what we expect from weibo users.
Yes, we want users to love us. Just like a person falls in love with another person: Obsession, trust, longing for eternity.

First, the theory of love triangle

What is love in the end? What is exciting, constitute, maintain a relationship of love?
This may be one of the hardest questions to answer in the world, but fortunately we never lack people who are willing to accept this challenge and try to give an answer. American psychologist Sternberg is one of them. He proposed a famous theory - the theory of love triangle.

Love triangle theory believes that love consists of three basic components: passion, intimacy and commitment. These three elements are like the three vertices of the triangle, propping up a perfect love relationship.

Passion is the sexual element in love. Because of the strong attraction of the person in love, he / she has a strong, obsessive mood. Passion makes people feel like getting along with their loved ones from morning and evening, inseparable, want to talk with their lover, intimate physical contact occurs. Passion in the lover often feel wholeheartedly invested, resulting in a state of obsession.

Intimacy is a warm experience in a love relationship, a friend-like closeness. Since they really like to be with each other, they are eager to establish a more cohesive and harmonious relationship with each other and hope to share their lives with each other in a frank and undefended manner. Companions will develop a communication style that belongs to two people and be familiar with each other's imperfect personalities. Intimate lovers care about each other, treat each other, to meet each other's needs and desires. Intimacy without strong passion, but can promote lovers close to each other, people feel the warmth of interpersonal.

Commitment is to make a long-term love of a person's decision is to maintain the relationship between the love of the promise or guarantee. Commitment is from the heart of the confession and eachother to ensure that both parties love to live in a stable, continuous and determined atmosphere, and strive to consolidate the relationship between love. A partner will respect each other's privacy and allow each other to integrate into their social relationships. In a committed love relationship, trust and dedication often hang in the mind. Conflicts in daily life are inevitable, but due to their commitment, the two trust each other and resolve conflicts and differences through consultations.

Sternberg believes that only the passion, intimacy, commitment to the three of love is the perfect love relationship. In addition, the combination of three kinds of love components will produce some imperfect forms of love. People and people from acquaintance to know each other, love each other, then to spend, the proportion of three components of love will change, so may experience a variety of forms of love.

Initially, love may have started with a crazed fascination at first sight, or it may have sprouted through a friendship-like intimacy. (The old social arrangement of marriage may have a lot of love is from the beginning of commitment.) No matter what kind of start, the passion of love and intimate ingredients will gradually grow into the stage of romantic love.

Next, promises often automatically appear spontaneously, forming a perfect love relationship. Committed to making love both sides willing to pay to maintain the relationship, the formation of a "feeling of investment", this investment will continue to strengthen the intimacy, the formation of a positive cycle.

Over time, the role of passion components will gradually decline. (Neurobiology is generally thought to be 18-30 months because the passionate component of love is associated with neurotransmitters such as dopamine, serotonin, oxytocin, etc. These hormones are heavily secreted by love and peak at a concentration of 12-18 A month, and then gradually return to normal levels.This is what we often say, "the love of freshness.") But the intimate and commitment components will always maintain a certain level, the formation of the old husband and wife-like companion-style love. Of course, love will die out if none of the three ingredients are enough to support intimacy; if none of the three ingredients have reached a certain level from the outset, true love never arises.

Second, from the perspective of love triangle user-product relationship

According to the theory of love triangle, the intimacy between users and products also has the three components of passion, intimacy and commitment.

Passion is the product that brings the user fresh and enjoyable experience of those features. For example, to provide information in line with the taste of the user interest, the most common is the beauty, adorable pets, food, travel, games, these users feel beautiful, good, cool, unable to stop. Son said: food color, sex too. Means that: (pursuit) food and beauty, are human instincts. Users are initially attracted by the product, often driven by these freshness and pleasure experiences.

Intimacy is the feature that products bring to users close and warmth. For example, record the feelings and feelings, concerned about the friends of the new, contact with friends. The most common is the mood signature, @ Ta, photo circles, station letters and so on. Marxism holds that the essence of man is, in its reality, the sum of all social relations. The user is never an isolated individual, social relations constitute an important part of the user's life. Contact with other users can bring intimacy, and intimate one of the major role is to increase user stickiness.

If the passion and intimacy come from the product, the impact the product imposes on the user, then the promise is the user's influence on the product in turn, such as buying a member, expanding his influence and contributing original content. The product will set the appropriate feature, giving feedback and incentives, the most common is the QQ active days, levels, titles, medals and so on. Behavioral psychology believes that strengthening is divided into "external strengthening" and "internal strengthening". External strengthening is effective from the very beginning of behavior shaping, but in order to truly maintain its behavior, it depends on individual internal strengthening or self-strengthening. Reflected from these user levels is a sense of accomplishment where those users who "make a commitment" for their actions are gradually motivated to become internally fortified, willing to use the product for a long time, and even willing to contribute to the improvement of the product.

The evolution of user-product relationships is very similar to the evolution of love. From the beginning, registration, trial, to the formation of habits, a user's maturity process, like the product and talked about a love: the beginning to attract users may be fresh and happy, personalized information (passion component), May also be recommended by friends, in order to maintain online contact with friends, share interesting stories (intimacy) of each other's lives. No matter from what kind of start, users will explore the product's passion and intimate ingredients. If you can find enough passion and intimate ingredients, users will enter the product love period, feel addicted. Users then take the initiative to contribute valuable content and work hard to improve their influence in the product platform - commitment components come into play, and user-product relationships go into the "insider" phase of the user.

It is not like every love can be a positive result, not every user can reach the "promise" phase. If you do not find enough "passion" or "intimacy" during your initial product use, it is often hard to survive. The "once loved" users, but also because of the decline of fresh products and other reasons and gradually lost.

"Can you ask the last question before you go?"
"Loved"

Looking ahead, all sites with SNS properties are trying to establish some "love" relationship with users. For example, the advantage of all networks is to create a real social relationship, but all networks will be all small stations, efforts to collect fresh and interesting information, strengthen the product's passion component. Weibo also hopes to help users to meet their social needs, so it will create products such as micro groups and close friends and strengthen the intimate components of products.

And those who are not the characteristics of SNS products, then find ways to transition to SNS. For example, 115 network disk, has been the main push "circle" concept, recently also closed the public to share (although the direct cause may be copyright issues, but the root cause may be to strengthen friends to share and encourage users to establish social relations through resources. Provide member level, Thunder neighbor and many other functions.After all, we all want to mobilize the SNS property of the product, to find a feature that can trigger passion, intimacy and commitment, want users to create a love-like relationship with the product.

This is a hopeless single-ache?

After all, there are so many users just look casually look like thousands of times in return for the vast sea of ​​viewers, but you inadvertently remove their attention;
There are people just hurried away after browsing - just like friends and relatives Zhang Luo a blind date, in the first seven seconds of self-introduction, you have already decided I'm not your food;
There are even people who just sign up for a lucky draw - just like a one night stand, spending money and sweat in exchange for a moment of happiness, and each day after the dawn of the Red Fort.

However, it is gratifying that more and more people really love microblogging. They found their own interests in the topic, get acquainted with similar personality friends; encountered food / beauty / beauty, the first time to share with friends on Weibo; listen to the heartbeat of the times in the microblogging, make their own voices; hundreds of millions The voice of the user brought together and made many moving things.

Love is a kind of fate between people, perhaps "missed" always more than "encounter."

Weibo has been here.
(Microblogging UDC original Bowen, reproduced please indicate the source