| With the rapid development of computer information technology and Web2.0, the role and behavior of virtual community users have changed a lot. The users of virtual conmmunities are not only the "cosumer" of Internet knowledge and information, but also the "producer" and "communicator" of them. Each user in the network is no longer independent. Those individual users produce a lot of valuable information and knowledge through good interaction and close communication with each other. Under this background, mass production pattern arises. The participates of mass production regardless of return, voluntary interact and cooperate in virtual communities, and create valuable products, especially knowledge products. User generated content (UGC) is one of the earliest and most development mode of mass production in the virtual community.UGC is an emerging creational and organizational pattern of knowledge and information in the Web2.0environment. The rise of it gives full play to the network users’subjective motivation, creativity and productivity. It encourages users to create and share knowledge information through interaction and cooperation. UGC not only poses challenges to the traditional mode of knowledge creation, but also brings academic questions:Why such virtual organization could efficiently generate valuable product and responsible public knowledge? How does the network interatction motivate the behaviors of UGC? The writing purpose of the paper is to study how the interpersonal network interaction and human-computer interaction could influence the behavior of UGC through the internal and external motivation by using social network theory and network interaction theory. This paper builds the theoretical model which regards the interpersonal network interaction (network centricity, strength of relationship, shared vision) and the human-computter interaction (perceived ease of use, perceived usefulness, responsiveness) as independent variables, regards motivation (internal and external) of UGC as intermediate variables, and regards gender, age, education degree, career as control variables, to finally study the behavior of UGC.There are five chapters in this paper:The first chapter is introduction, which states the background, the theoretical and practical significance, the research methods, the main innovation points and the research structure. The second chapter is literature review, which firstly introduces research status of UGC at home and abroad. Secondly, this chapter reviewed related researches about the network interaction. Finally, the research status of virtual community at home and abroad is reviewed. The third chapter is the research hypothesis of the interpersonal network interaction (network centricity, strength of relationship, shared vision), the human-computter interaction (perceived ease of use, perceived usefulness, responsiveness), the motivation of UGC (internal and external) and the behavior of UGC. On the basis of it, this paper constructs the theoretical model, and provides operational design for the variables. The forth chapter is empirical study and data analysis, which includes descriptive analysis, reliability and validity analysis, correlation and regression analysis, etc. The fifth chapter is conclusion and suggestion, this part provides conclusion, and puts forward the manageral suggestion. In addition, this paper states the limitation of this paper and the further research direction.The conclusions of this paper are listed below:(1) Referring to the relationship between network interation, motivation and behavior of UGC, the interpersonal network interaction (network centrality, strength of relationship, shared vision) has a positive coorelation with the motivation and behavior of UGC. Also, the human-computer interaction (perceived ease of use, perceived usefulness, responsiveness) has a positive coorelation with the motivation and behavior of UGC.(2) Referring to the relationship between motivation of UGC and behavior of UGC, the internal and external motivation both have positive correlations with the behavior of UGC. However, the research shows that internal motivation will affect the behavior of UGC more, which means the users who participate in UGC think highly of meeting internal needs, such as expression, altruism, interest, ability, emotion and communication needs.(3) Referring to the intermediary role of motivation between the network interaction and UGC behavior, the internal and external motivation of UGC has partial intermediary effect on the relationship between network interaction and UGC behavior. This means the interpersonal network interaction and the human-computer interaction have influence on the behavior of UGC partly through the motivation of UGC.(4) Referring to the relationship between control variable and UGC behavior, male, users who have master degree and scientific researchers tend to produce more UGC behaviorBased on the conclusion, this paper puts forward the following suggestions:(1) Strengthening the application of UGC concept in the real enterprise.(2) Attaching great importance to the users who are in the center of the community. Increasing the strength of relationship between users by encouraging the interaction and communication of them. Strengthening the member’s cognition and identity towards the vision of community.(3) Improving the ease of use, usefulness and resposiveness of communities, paying attention to users’ experience.(4) Paying attention to the internal motivation of users, giving priority to the internal incentive. |
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