Research On The Affecting Factors Of User-Generated Contents In Micro-blog Based On Perceived Interactivity

User-generated content has decisive significance to micro-blog’s survival and development. In the context of micro-blog, interactivity encourages users to generated content, and user-generated content in turn encourage interactivity. The mutual promoting relationship between interactivity and user-generated content provides micro-blog strong power of growing. So it can not only enrich the theoretical research on user-generated content in micro-blog, but also can provide advice for micro-blog operators by exploring the relationship between interactivity and user-generated content. Previous researches no matter about the communication value or communication style pay much more attention to analysis micro-blogs already existing. But there are few researchers concerning the driving factors of user-generated content in micro-blog. In this paper, we attempt to explore the mutual relationship between interactivity and user-generated content.Firstly, this paper comes up with six dimensions of perceived interactivity in micro-blog: active control, responsiveness, two-way communication, connectedness, personalization and ubiquitous connectivity. Secondly, from the perspective of value theory, we divide the driving factors of user-generated content in micro-blog into two categories:information value and social value. Finally, we propose the research model and hypotheses about user-generated content in micro-blog. Social cognitive theory, value theory and network externalities help to explain the relationship among perceived interactivity, perceived value and user-generated content in micro-blog.294effective questionnaires have been collected by awarded questionnaire released online. And we use Smart PLS2.0to test the SEM model. The result shows that the six dimensions provided earlier give good explanation to the perceived interactivity in micro-blog, perceived interactivity is positively related to perceived value and user-generated content in micro-blog. For the researches of user-generated content in micro-blog and micro-blog operators, we also emphasize the importance of interactivity for user-generated content in micro-blog.