第三方点评网站积极用户创作内容的影响因素研究.docVIP

  第三方点评网站积极用户创作内容的影响 因素研究 赵菲，张翼** 5 10 15 20 25 30 35 40 45 （北京邮电大学经济管理学院，北京 10086） 摘要：用户创作内容（UGC）伴随着以提倡个性化为主要特点的 Web2.0 概念兴起，用户将 自己原创的内容通过互联网平台进行展示或者提供给其他用户。随着信息时代的发展，人们 越来越倾向于在网络上获取关于美食、影院等商品的信息，以此来进行消费的决策。因此， 越来越多的点评类网站应运而生。第三方点评网站中同样可能存在逆向选择（倾向于故意夸 大正面信息的 UGC 更容易得到激励）和道德风险（用户有意发布投企业所好的虚假 UGC 以此换得企业的激励）。此处的积极 UGC 是相对于研究内容危机 UGC 而言，是用户购 买并亲身体验商品后，发布的那些客观反映了企业现状的真实 UGC。另外积极 UGC 也包 涵了 UGC 创作者是以一种建设性的积极态度解决问题，而不是以破坏性的消极态度制造问 题。因此，研究积极 UGC 的动因，才能更好地提升第三方点评网站的内容质量，提升点评 类网站的口碑，为用户带来优质服务。本文将通过文献研究提炼出积极创作内容的理论模型， 之后通过发放问卷采集样本，并结合采用因子分析和结构方程的研究方法，对积极用户创作 行为的模型进行验证，之后给出激励建议。 关键词：科学学与科技管理；用户创作内容（UGC）；Web 2.0；内容质量；动因研究 中图分类号：C93 Research on the motivation of positive user-generated content in the third-party rating website ZHAO Fei, ZHANG Yi (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876) Abstract: User-generated content (UGC) developed with the concept of Web2.0 which focus on the personality. Users are allowed to show their own original content through the Internet to other users. Now, with the development of the information age, people tend to get more information about restaurants, theaters and other stores on the web, in order to make decisions on consumption. Therefore, online product review as a form of online Word of Mouth (WOM) and User-Generated Content (UGC) has attracted much attention recently. However, there may be some adverse selection (enterprises tend to deliberately exaggerate the advantages in the UGC so that they are easier to get promotion) and moral hazard (users intends to make up fake UGC in order to get some material rewards) in a third-party rating websites. In this research, opposite to the crisis UGC, positive UGC is the information that reflects the true status of the stores or goods with objective appraisal. On the other hand, positive UGC means that the publisher in the third-party rating website is trying to solve problems through consumption with a positive and constructive attitude