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论文编号：	11691
作者编号：	2120182914
上传时间：	2020/6/19 17:49:29
中文题目：	经济激励机制对内容类导购平台用户生成内容的影响研究
英文题目：	Research on the Impact of Economic Incentive Mechanism on User Generated Content of Content Shopping Guide Platform
指导老师：	李凯
中文关键字：	社会化电子商务；内容类导购平台；用户生成内容；经济激励机制
英文关键字：	Social e-commerce; content shopping guide platform; User-generated content; Economic incentive mechanism
中文摘要：	由于我国互联网的高速发展、互联网渗透率的逐年提高，互联网人口红利不断收窄，电子商务平台获取流量难度日益增加；而电子商务行业的飞速发展也导致了消费者出现选择障碍、决策成本激增。在这两方面因素的推动下，有效地处理庞杂的网购信息，辅助消费者进行决策的需求与日俱增，以内容类导购平台为代表的社会化电子商务模式的价值逐渐凸显出来。这一类社会化电子商务平台的核心竞争力为其社区内的用户生成内容生态。如何通过激励机制鼓励平台用户持续地发布优质内容成为平台和学术界研究的关键问题。本文通过采用断点回归分析的方法对我国内容类导购平台龙头企业“什么值得买”改变用户生成内容的经济激励机制对其平台用户内容生成行为造成的影响进行探究；同时，本文从用户的角度进行研究，探究用户层面影响用户生成内容数量以及传播效果的因素并加以分析。得到以下结论：采用按照用户生成内容热度发放经济奖励的动态经济激励机制相比于传统的向每篇内容发放固定经济奖励的机制，会显著提高平台用户单位时间内发布的用户生成内容数量以及传播效果；而意见领袖、自我披露程度以及创作领域均对用户的内容生成行为产生了不同的影响。最后本文根据研究结论向内容类导购平台以及其他以用户生成内容为核心竞争力的平台提供了建设内容生态的相关建议。
英文摘要：	With the rapid development of the internet in China, the Internet population dividend has been cut, and the difficulty for e-commerce platforms to attract users has been increasing. At the same time, the rapid development of e-commerce industry leads to consumer choice barriers and decision costs surge; Under the influence of other factors such as perceived risk, there is a growing demand to effectively process the complex online shopping information and assist consumers in making decisions. Therefore, the importance of the social e-commerce model represented by the content shopping guide platform is gradually highlighted. The core competence of the content shopping guide platform is the user-generated content in its community. How to encourage users to continuously publish high-quality content through the incentive mechanism has become a key issue for platform and academic research. This thesis studies the impact of change in the economic incentive mechanism for user-generated content on the "SZZDM.com" platform; this thesis also studies the factors that influence the amount and the dissemination effect of user-generated content at the user level. The following conclusions are drawn: Adopting a dynamic economic incentive mechanism based on user-generated content popularity, compared with the traditional mechanism of issuing fixed economic rewards to each piece of content, will significantly increase the amount and the effectiveness of user-generated content of the platform; Opinion leaders, self-disclosure levels, and creative fields all have different effects on users' content generation behavior. Finally, this thesis provides some suggestions to the content shopping guide platforms and other platforms with the core competitiveness of user-generated content.
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