Researches On Incentive Design Of User-Generated Content In Dianping.Com Based On The Least Deviation Range

With the rapid development of information technology, online shopping and marketing model O2O (Online To Offline) occur with massive UGC increasingly affecting market performance. UGC (User Generate Content) is no longer fresh to the Internet. The development of Web2.0endows all the Internet users with initiative and influence power, thus allowing users to interact with each other and acquire more attention by we-media, and also promoting the further development of the GC model. More users through reading the comments from other users to enrich their knowledge and guide the actual behavior and shopping optional. Meanwhile, more and more Internet users are willing to publish their comments or recommendations of the shopping experience on the online rating sites or social networks.However, there may be some adverse selection (enterprises tend to deliberately exaggerate the advantages in the UGC so that they are easier to get promotion) and moral hazard (users intends to make up fake UGC in order to get some material rewards) in a third-party rating websites. In this research, opposite to the crisis UGC, positive UGC is the information that reflects the true status of the stores or goods with objective appraisal. On the other hand, positive UGC means that the publisher in the third-party rating website is trying to solve problems through consumption with a positive and constructive attitude rather than negative or destructive attitude making problems. Therefore, the study of the motivation of positive UGC can better improve the quality of content in the third-party review websites.This article will study the related work in this field first. By organizing all the relative paper, this paper states the motivation factors that will generate rating content. Then, the paper proposes the theoretical model of the motivation of positive UGC after raising variables and hypotheses. Next, by using SPSS and AMOS can we analyze the data collected from questionnaires and validate the model combined with the use of factor analysis and structural equation modeling methods. This article also gives explanations on the results of the data analysis. Furthermore, the paper uses Expected Utility Theory to propose the incentive model of UGC in Dianping.com based on the least deviation range, which is aimed to improve the incentive status of Dianpin.com. Finally, the study gives some recommendations of management in the third-party rating websites such as Dianping.com.