Motivation Analysis And Research On Quality Evaluation Of Generated Content Of Mobile Internet Users

The development of mobile technology brings great changes to people’s sociallife. The integration of mobile technology and the Internet opens up broad space ofmobile interaction.The shape of knowledge society and information society hasgradually expanded and changed. The mobile terminal has become an importantinformation processing platform that can be mobile. Nowadays，it’s an era full ofpersonalized pursuit and “cognitive surplus”，UGC（User generated content） hasbecome a new promising form of media in the Internet field. With the popularity ofmobile Internet， mobile UGC will become a hot topic in related fields. The currentsocial networking applications emerging endlessly.How to effectively encourage usersto generate and share information and to make full use of the surplus era to createhuge effect for the information society is the key issues of the mobile Internet UGCfield that need full attention. Besides, how is the quality of Mobile Internetuser-generated content and how to ensure the high-quality of generated content, arealso important problems in need of special attention while motivation of mobileuser-generated content is attached great importance to.The current study according to the causal logic and the comprehensive unifiedrelationship of "quantity" and "quality", first takes the motivation of as a startingpoint， systematically studies the key factors of mobile Internet UGC behaviors andmotivation models based on the individual heterogeneity and make an evaluationstudy on mobile Internet UGC. And then it proposes appropriate incentives andquality improvement countermeasures. The study mainly contains theoreticalstudy，factor analysis，empirical study，applied research and countermeasure study.Research focuses on the key influence factors analysis，empirical study and appliedresearch.The main contents of the thesis are as follows.This first chapter introduces the research background， significance， review，research content and methods.The second chapter are basic and related theory study. It first studies the basictheory of the motivation of mobile Internet UGC users to study， analyzing the concept of mobile Internet， features， as well as the main form of mobile InternetUGC and the motivation theory， and introducing theoretical basis of this study thatprovides the foundation for the study including motivation theory， technologyacceptance theory，"uses and gratifications" theory， meaning construction theory，the perception of risk theory，and information evaluation theory.The third chapter analyzes the main motivation for mobile Internet UGC users.Based on the theoretical analysis, literature research and interviews, it studies the keyinfluence factors of behavior of mobile Internet users UGC.The fourth chapter is an empirical study of motivation models for mobile Internetusers. It through surveys and statistical analysis, tests the model. Based on this model,this study also constructed UGC model according to the heterogeneity of the mainmobile Internet users.The fifth chapter analyzes the relationship between motivation and quality andshows the importance of quality evaluation study of mobile UGC. Based on thebuilding process and the principles of mobile Internet UGC quality evaluation system,it analyzes the evaluation factors of the mobile Internet UGC quality with the mobileInternet UGC communication process as the main dimensions of standards. Accordingto the mobile Internet UGC quality evaluation factor analysis, it establishes the mobileInternet UGC quality evaluation system, and the weights of each index is determinedby the principal component analysis.The sixth chapter apply the evaluation system for Baidu Post Bar APP andDouban Group APP,which are evaluated and compared.The seventh chapter is the mobile Internet UGC quality improvementcountermeasures. From the two aspects of "quality" and "quantity", it studyies relatedincentive strategies in terms of "quantity" and the strategies to generate high-qualitycontent and control and prevention of poor quality content in terms of "quality".The eighth chapter is the summary and outlook chapter. It summarizes the maincontent of this paper and proposes the lack of research and follow-up researchprospects. The thesis，from the perspective of the mobile Internet environment， with thein-depth study of users’motivation of UGC and the mobile Internets UGC qualityevaluation system studies has important significance for enriching the user UGCtheoretical system and research methods and broadening perspective.