| With the development and popularization of mobile network technology and mobile terminals,mobile Internet era has come.WeChat Moments has become a hot focus of mobile virtual community and an important mobile community platform in the next generation Internet environment.User generated content(UGC)is a new form of network information resource creation in Web2.0 environment,which is advocated to create an environment for users to participate in the expression,creation,communication and sharing.As a result,UGC is one of the main driving force for the prosperity and sustainable development of virtual community and social media.However,how to attract users to participate in and create more high-quality content,is an important topic of UGC research.Study of micro channel users in the circle of friends to publish user generated content has important theoretical and practical significance.In this paper,the characteristics of the micro channel circle of friends,the user generated content and publishing motivation.Release the user generated content can make users communicate with each other,get the desired service,can promote the enterprise to achieve the target users of precision marketing,and can generate digital content.So users actively publish the behavior of the user generated content on the micro channel circle of friends such a mobile social media success is very critical.However,the willingness to publish user generated content is often very different.By referring to the previous research and related literature,we propose a concise research model to identify the main factors that promote and restrain the behavior of users.These effects come from four aspects:external motivation,intrinsic motivation,value and situation.In this paper,the model is validated through the investigation of 249 WeChat’s users,and the analysis results provide support for the hypothesis.This study will give the WeChat’s operators and all kinds of social media to bring about how to better encourage their members to publish the content of the user generated content on the network. |
