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论文编号：	8387
作者编号：	2120142538
上传时间：	2016/6/8 21:54:27
中文题目：	网络社区用户生成内容的动因研究
英文题目：	The Motivation of User-Generated Content in Online Community
指导老师：	李颖
中文关键字：	网络社区；百度贴吧；用户生成内容；影响因素；动因
英文关键字：	Keywords：Online Community; Baidu BBS; User-generated content; Influencing factors; Motivation
中文摘要：	随着Web3.0时代的开始，互联网技术的不断创新，全民互联网时代已经到来。互联网以更加简洁、高效的方式为用户提供个性化的信息，在网络社区中，用户也可以更加自由地发表观点，很多用户从“浏览用户”、“普通用户”转变为“内容创造核心用户”。形成了每一个用户都可以生成自己的内容，互联网上的内容由用户创造的多、广、专的局面。在众多网站中，因“兴趣爱好”而聚集的网络社区是内容创造用户最为活跃的平台。百度贴吧作为网络社区历史悠久的“老大哥”，是非常典型的基于用户生成内容的典型案例。本研究以百度贴吧为例，对网络社区用户生成内容行为的动机进行分析，通过对前人研究成果的总结和深度访谈，对网络社区用户生成内容的动因进行总结和构建，在此基础上制作问卷进行验证和修改，从而挖掘出网络社区用户生成内容的主要动因，提取了影响百度贴吧用户生成内容的三类动机（产品驱动、社会驱动、个体驱动），并利用SPSS22.0数据分析软件对样本进行了信效度、交叉描述、相关性和多元回归分析，最终建立了网络社区用户内容动因模型。经过数据分析和总结，本研究得出以下结论：产品驱动维度是影响用户生成内容的首要因素；个体驱动维度和社会驱动维度是影响用户生成内容的重要因素；产品驱动维度、个体驱动维度、社会驱动维度三者之间具有相关关系；以女性、网龄在6到15年间的校园主流群体在网络社区发表内容的意愿更强。本研究根据用户生成内容动因影响因素程度的不同，从产品的感知易用性和感知有用性角度完善产品的功能设计；充分利用网络社区的社交属性，满足用户社会交往需求；针对老用户和新用户群体分别建立个性化激励机制以此来促进百度贴吧更好地健康发展。
英文摘要：	With the rising popularity of Internet technology and the arrival of Web3.0 era，universal Internet era has arrived.They are in a more simple way for users to provide personalized Internet information，prompting the user to the major online community to express their views freely，from the "browse users"， "normal user" into "user to create core content" and the formation of each user can generate their own content， and can create， wide， special situation.In many sites， because "hobbies" gathered online community is the most active user content creation platform. As a historic "Big Brother"，Baidu BBS is an important user-generated content based on typical applications.Therefore，this article from Baidu BBS user-generated content motivation angle analysis through literature survey and in-depth interview on Baidu BBS motivation user-generated content will be collected，making the questionnaire on this basis to tap the principal motive Baidu BBS user-generated content.Extraction may affect Baidu BBS user-generated content at three levels of product-driven motivation level， the social level， driven individual drive level.By designing the questionnaire and use SPSS22.0 data samples were reliability and validity analysis，correlation analysis and regression analysis， the establishment of user content generation model. After data analysis，product-driven dimension is the primary factor in the impact of user-generated content，and social dimensions of individual drivers driving dimension is an important factor affecting the user-generated content. Product-driven dimension, a dimension-driven individual, with correlation between the social dimension of the three drivers；and female, age in net willingness campus mainstream groups 6-15 years of published content in online communities stronger.According to the motivation factors affect the degree depending on the user-generated content，we improve the function of the product design from the perceived ease of use and perceived usefulness of the product point of view;and make full use of the social networking community property, to meet the needs of users of social interaction;also for old and new users groups were established personalized incentives in order to better promote Baidu Post Bar and healthy development.
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