UGC社区用户信息发布行为影响因素研究——以Keep为例

On Influencing Factors of User Information Release Behavior in UGC Community: Case Study of Keep

[目的/意义]旨在探讨UGC社区用户信息发布行为的影响因素。[方法/过程]以Keep社区为研究对象,结合TAM技术接受模型、现有研究成果及Keep实际情况提取影响因子,构建假设模型,借助SPSS24.0软件完成数据分析。[结果/结论]Keep社区用户信息发布行为受人际交往、用户、环境影响和形象经营因子显著正向影响,平台自身因素对用户信息发布行为没有显著影响。提出Keep可以吸引明星用户入驻,开发专业内容,优化Keep信息发布功能相关的产品设计,增强信息推送服务等建议。

[Purpose/significance]The paper aims to explore the influencing factors of user information release behavior in UGC community. [Method/process] The paper takes the Keep community as the research object,combines the TAM technology acceptance model,existing research results and the actual situation of Keep to extract impact factors,construct a hypothetical model,and complete data analysis with the help of SPSS24.0 software.[Result/conclusion] The user information release behavior of the Keep community is significantly positively affected by interpersonal communication,users,environmental influences and image management factors,and the platform’s own factors have no significant impact on the user information release behavior. Based on this result,Keep can attract star users to enter,develop professional content,optimize the product design related to the information release functions,and enhance the information push services.