CAJ | 학술논문

用户黏性是评价社交网站流量变现能力的重要指标,同时也是企业选择在社交网站投放广告的重要考量因素和评价依据,因此,提高用户黏性成为了社交网站的首要任务。该文章首先界定相关概念,通过文献回顾运用内容分析法找出社交网站用户黏性影响因素,接下来以人人网为例发放调查问卷并运用AHP层次分析法软件（Super Decision）统计分析调查结果。最后,通过对影响因素的定性和定量分析给出提高社交网站用户黏性的建议和方法。
용호점성시평개사교망참류량변현능력적중요지표,동시야시기업선택재사교망참투방엄고적중요고량인소화평개의거,인차,제고용호점성성위료사교망참적수요임무。해문장수선계정상관개념,통과문헌회고운용내용분석법조출사교망참용호점성영향인소,접하래이인인망위례발방조사문권병운용AHP층차분석법연건（Super Decision）통계분석조사결과。최후,통과대영향인소적정성화정량분석급출제고사교망참용호점성적건의화방법。
The user viscosity is an important evaluation index of the ability of transferring site flow into cash flow in social networking site. Meanwhile it is the important considerations and advertising evaluation for the enterprise to put their advertisement in the social networking site. therefore, it is the primary task for the social networking site to enhance the user viscosity. Firstly, this paper gave definition to the related concept, and found out influence factors of the social networking site user viscosity through the literature review using content analysis method. Then, taking renren＇site as an example, the paper gave out the questionnaires and used analytic h/erarcliy process （AHP） software （Super Decision） to conduct statistical analysis of the survey＇s results. Finally, based on the influence factors qualitative and quantitative analysis, the paper gave some advices and methods to improve the user viscosity in the social networking sites.