用户生成内容使用与满足对品牌态度的影响研究——以音视频类用户生成内容为例

Effect of Using and Satisfaction of User Generated Content on Brand Attitude:An Example for Audio and Video of User Generated Content

以媒体使用与满足理论和信息加工理论为研究基础,采集网络中的客观数据,通过内容分析法量化数据,利用多元线性回归和阶层回归验证理论模型。研究发现:音视频类用户生成内容的内部特征正向影响消费者对内容的使用和满足;音视频类用户生成内容的创作者声誉外部特征正向影响消费者对内容的使用与满足,而内容的推荐性未对消费者选择产生作用;音视频内容的使用与满足则直接影响消费者品牌态度的形成;内容的使用与满足在音视频类用户生成内容与消费者品牌态度之间起中介作用。

In this paper, the author used media uses and gratifications theory and information process- ing theory, collected objective data in the network, through content analysis of quantitative data, used mul- tiple linear regression and hierarchical regression to verify the theoretical model, the study found that： audio and video user-generated content internal characteristics have the positive impact the using and satisfaction of consumers of content; audio and video user-generated content creators of the reputation of the external char- acteristics of the positive impact on the using and satisfaction of consumers of content, content recommenda- tion can not impact the using and satisfaction of consumers; audio and video content directly affects consum- ers＇ brand attitude formation; using of content and satisfaction plays an intermediary role between the class of audio and video user generated content and consumer brand attitudes.