基于用户贡献的UGC群体分类及其激励因素探讨

Contribution Based Users＇ Classification Framework for UGC and Its Related Incentive Factors

UGC是Web2．0环境下一种新兴的网络信息资源创作与组织模式，其激励因素分析和激励机制设计对于Web2．0可持续发展至关重要。在综述在线用户分类研究以及UGC动因和激励因素研究现状的基础上，从不同类型和粒度的社会化媒体平台中采集UGC的用户ID和贡献内容数量进行分析，从而构建基于用户贡献度的用户群体分类框架，包括潜水者、普通参与者、活跃参与者以及核心贡献者四个群体；并在此基础上，参考赫兹伯格的双因素理论，通过调研和访谈的方法针对四个不同的用户群体挖掘其在线UGC的保健因素和激励因素，并探讨其相关的激励策略，提出相应的建议。

UGC is an emerging model for creating and organizing web information resources in Web 2.0 era, and the study on motivational factors and incentive mechanism on UGC plays an important role in the sustainable development of Web 2.0. Based on the reviews for user classification and motivation researches, this paper collects data from different UGC sites in order to build a framework which included lurkers, peripheral participants, active participants, and core contributors. By using the two-factor model the paper conducts both survey and interview studies to investigate the hygiene and motivational factors for online users in the four groups, and then we have a discussion and put forward some suggestions and implications for social media vendors.