UGC短视频用户持续贡献行为影响因素及作用机理研究

Research on the Factors Influencing the Continuous Contribution Behavior of UGC Short Video Users and the Mechanism of Their Role

探究UGC短视频社区用户持续贡献行为的影响因素及其作用机理,对提升用户持续贡献的积极性和促进短视频行业的可持续发展具有积极意义。采用定性与定量相结合的方法,依据自我决定理论,通过质化研究探索UGC短视频社区用户持续贡献行为的主要影响因素,进而构建其理论模型,并通过结构方程模型加以验证。研究结果发现:(1)影响用户持续贡献行为的个体因素主要是自我展示和人际互动,环境因素主要是社区认同;(2)自我展示和人际互动并非直接对用户持续贡献行为产生显著影响,而是通过社区认同间接作用于用户持续贡献行为。最后,基于研究结果,提出了为促进UGC短视频社区发展及其用户持续贡献行为的相应建议。

Exploring the influencing factors of users’sustained contribution behavior in UGC short video communities and their mechanism of action is of positive significance to enhance the motivation of users’sustained contribution and promote the sustainable development of the short video industry.This study uses a combination of qualitative and quantitative methods to explore the main influencing factors of users’sustained contribution behavior in UGC short video communities through qualitative research based on self-determination theory,and then constructs its theoretical model and validates it through structural equation modeling.The results found that(1)the individual factors affecting users’continuous contribution behavior are mainly self-presentation and interpersonal interaction,and the environmental factors are mainly community identity;(2)self-presentation and interpersonal interaction do not directly affect users’continuous contribution behavior significantly,but indirectly act on users’continuous contribution behavior through community identity.Finally,based on the research results,corresponding suggestions are proposed to promote the development of UGC short video communities and their users’sustained contribution behaviors.