Research On The Design Of The Incentive Mechanism Of User Generated Content Products Based On Two Factor Theory

Under the Web2.0 background,the mobile Internet products through the user generated content opened up a new way to obtain information and content in various fields.Because of its pluralistic,update and personalized content features,UGC product have quickly accepted by the public and recognition.At the same time,a growing number of Internet companies through the design and development of distinctive UGC products have obtained a considerable economic income.However,the rapid development of UGC also revealed the existence of many problems,in numerous problems always,"user free-rider" phenomenon affects platform problem urgently to be solved in the survival and the interests of the users.However,rapid development in the UGC products also revealed the existence of many problems,user "freerider" phenomenon due to influence survival platform and user interests at the same time,so it is problem to be solved.Therefore,study the behavior of users to participate in content generation is not only the basis and key point in the research of this paper,and it is one of the important strategy to solve the problem of " user free-rider".Through the study of factors affecting the behavior of user generated content and put forward the corresponding incentive mechanism will be the focus in the study of this paper and research significance.Based on the social UGC e-commerce platform as the research object,Using the mobile Internet products case "RED" for research,analysis and verification.In the first two chapters on topics relevant keyword research for this article,on the basis of the RED as the research object,We implement qualitative research about the factors of affecting the behavior of UGC,which are classified from the perspective of the PACT interactive system.At the same time,in a two-factor theory as the theoretical support of the background,we conduct an experiment aboutthe satisfaction and importance of different dimensions of those factors,referring to their numerical results,with the purposeof working out the UGC behavior motivation factors and hygiene factors of RED.After getting motivation factors and hygiene factors,we put forward hygiene strategy and motivating strategy to improve the product viscosity of social e-commerce platform “RED”.Finally,through interaction design to put forward incentive strategy into a user's behavior in the process of using products.On the basis of guaranting the availability and ease of use products,we would make efforts to improve the user experience as well as the satisfaction of products and services in the process of use products.This topic in the field of research for the UGC related research provides a theoretical reference for practitioners and colleagues.The authors hope the research results and methods related play a role of reference to design practitioners and colleagues.