| In recent years, the video sharing network are expanding by leaps and bounds, besides Youku,Potatoes, some traditional media are extending their business to the online video industry, such as Sina, Tencent, Sohu。However, different form the prosperity of surface, nearly all of the video websites have been bleeding money.The merger of Potatoes and Youku has sounded a warning to the online video industry. Get rid of the money-burning nightmare and seek effective profit model are immediate necessity are the first imperative of online video industry. How to get rid of the money-losing nightmare? The answer given by people in online video industry is user-generated content (UGC) and the network self-made. So it's meaningful for website operators to study UGC.We found there are very little research about UGC in video sharing website. Through depth interviews and literature review, we construct the influencing factor model of user-generated content (UGC) in online video website based on MOA framework, Then, we use the survey method and structural equation model for empirical study.The study found that self-presentation, recognition, fun, and perceived ease of use, self-efficacy, and results expected have a positive impact for users of video creating and sharing. Profit affect the results expected,and then affect the users of video creating and sharing. Effects of professional skills for user-generated behavior is not significant. Through empirical research, we broadened the extent of UGC, the data collection in our study and the results could help video sites to understand user behavior and to develop reasonable incentives, Meanwhile,it also has great reference value for decision-making, service delivery and product design of video website. |
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