创作激励、生态治理与用户黏性——基于SOR模型的平台可供性中介效应分析

Creation Incentives,Ecological Governance and Platisher User Stickiness——Analysis of the Mediating Effect of Platform Affordances Based on SOR Paradigm

平台型媒体是技术与媒体共谋的开放性数字平台,其用户黏性很大程度上决定了平台的生存际遇。基于可供性理论和“刺激—机体—反应”SOR模型,研究构建了平台架构两大热点问题——创作激励、生态治理通过平台可供性对用户黏性的影响模型。通过各类音视图文平台型媒体的问卷调查,收集了884份有效样本进行结构方程模型分析。结果显示,创作激励有助于提高用户黏性,平台可供性在创作激励对用户黏性的正向促进关系中起着显著的中介效应。研究还发现,生态治理对于平台可供性的作用效果不显著;存在“用户锁定”与“赢者通吃”的可能性,使生态治理与用户黏性呈现与理论不相符合的关系悖论。研究结果可以为平台型媒体提升用户服务效能、优化平台架构设计提供理论与实践指导。

Platisher is an open digital platform conspired by technology and media,in which user stickiness largely determines the survival of the platform.Based on the Affordances Theory and the“Stimulus⁃Organism⁃Response”SOR Paradigm,this study constructs the impact model of the two main issues of platisher architecture,creation incentives and ecological governance,on user stickiness through platform affordances.Through questionnaire surveys on platishers of audio,video and graphic,the study collected 884 valid samples for structural equation model analysis.According to the research,creative incentives can improve user stickiness;among them,platform affordances play a significant mediating role in shaping positive relationship between creative incentives and user stickiness.Nevertheless,the effect of ecological governance on platform affordances is not significant.There is the possibility of“user lock⁃in”and“winner⁃take⁃all”,which makes ecological governance and user stickiness present a paradox that does not conform to the theory.The research results can provide theoretical and practical guidance for platisher to improve service efficiency for users and optimize platform architecture design.