社交化电子商务UGC平台用户参与动机研究——以小红书为例

RESEARCH ON USER PARTICIPATION MOTIVATION OF SOCIALIZED E COMMERCE UGC PLATFORM——TAKING XIAO HONGSHU AS AN EXAMPLE

在互联网产业快速发展的今天,采用UGC商业模式发展起来的公司在取得经济收益的同时,为大众带来了更多原创的内容。但是随着相应产品的增多,用户在UGC平台中产生内容的积极性反倒减弱,因此研究哪些因素会直接影响用户参与到内容上传的行为将直接关系到UGC平台的经济收益以及未来的长远发展。与此同时,社交化电子商务是社会化媒体和传统电子商务的有机融合,为我国电商发展带来了一片新的商业契机。本文想通过对社交化电子商务UGC行为参与动机的研究,结合赫兹伯格提出的双因素理论应用分析用户生成内容的主要动因,以此来提高UGC生产内容的用户体验,刺激用户产生更多、更优质的内容。

In today's rapid development of the Internet industry, the use of UGC business model developed in the company have gained greater commercial benefits, while the public has brought more original content. But with the increase of the corresponding products, the enthusiasm of the user generated content in the UGC platform will weaken, therefore to study what factors will directly affect the users to participate in the content upload behavior will be directly related to the UGC platform for economic benefits and long-term development in the future. At the same time, social e-commerce is the organic integration of social media and traditional e-commerce, for the development of China's electronic business has brought a new business opportunity. This paper hopes to study the influencing factors of the UGC users to upload content to the participation motivation, combined with the main motive of double factor theory by Hertz Berg put forward for the analysis of user generated content, in order to improve the production of UGC content of the user experience, to stimulate users more and more high-quality content.