The Motivation Research Of Micro-blogging User-generated Content

Based on the Web2.0, the developed Internet technology have proved the efficiency in information production、processing and dissemination. It provided a platform for user to directly involve the creation. At the same time, internet technology has changed the role of internet consumer from "user" to "the creator of content". It means that the top-to-bottom internet system, which controlled by those one who had few resources, is transformed into a new system. The new system overturns the old one and is controlled by the collective wisdom. Meanwhile, in the process of Web2.0advanced to Web3.0with a high speed, the using of mobile terminals becomes "to read"、"to write" and "interactive" at anywhere and anytime. With the presenting of the "decentralized" platform, the application mode of mobile terminals tends to be diversity. For example, one of the most typical modes is the Micro blogging, which is based on Web2.0and generate content by the requirement of consumers. In the process of Web2.0advancing to Web3.0with a high speed, the Micro blogging gathered a large number of users with its fragmented, mobile, real-time and social low-cost production method. Along with its rapid development and fast increasing in the number of user, the Micro blogger has become one of the hop topics in the study of scholars and enterprises. The paper extracts three levels of motivation that may affect the Micro blogging user-generated content and build the model on the basis of the literature analysis and in-depth interviews. The data sample of the survey is analyzed in its reliability, validity, correlation and regression by SPSS17.0software. And the underlying assumptions are verified when the model is measured and corrected by LISREL8.70. This study fills the blank of researches about Micro blogging user-generated content motivation and provides theoretical basis of explaining the internal driving laws of the Micro blogging user-generated content behavior, monitoring network public opinion. Finally, the paper provides useful references to help service providers to develop "user-centric" products and services, which is really useful to guide a sound development of the micro blogging.