中文摘要：

[目的/意义]社会化媒体的快速发展,为知识的传播与扩散创造了良好的环境。旨在通过对社会化媒体中用户的使用和互动行为分析,找到影响用户行为的关键因素,从而为社会化媒体的发展提供参考。[方法/过程]通过对社会化媒体提供优质或普通服务、用户使用与否及用户之间是否信息互动的演化博弈进行求解,找到了影响社会化媒体中用户行为的关键因素。[结果/结论]研究表明用户需求、平台运营及技术发展对用户行为均有所影响。通过进一步探索,认为：社会化媒体产品的良好健康发展需要满足多方位的用户需求;平台运营以数据分析为基础,对社会化媒体的用户和内容等进行组织与管理;技术发展可保障社会化媒体的可靠性、可用性和个性化。

英文摘要：

[ Purpose/Significance ] The rapid development of social media has created a favorable environment for knowledge dissemination and diffusion. The purpose of this paper is to identify the key factors that affect the user＇s behavior through the analysis of the user＇s using and interactive behaviors in social media, so as to provide suggestions for the developmant of social media. [ Method/Process] By solving the evolutionary games on the services of social media and the usage and interaction of users, the key factors influencing user behavior are identified. [ Result/Conclusion] User needs, platform operations and technological development are found to have impact on user behavior. A further study shows that the healthy development of social media requires meeting user＇s various needs; the operation of social media concentrates on the organization and management of their users and content based on data analysis, ; and technological development can ensure the reliability, availability and personalization of social media.