Research On The Relationship Between Social Presence And The Behavior Of User Generate Content In Social Media

Based on the vigorous development of the Internet and the coming era of Cognitive Surplus,user generated content has been regarded as the new application and business mode.As the representative of the improvement of the Internet,socialized media provides an indispensable platform for the user generated content.However,with the further development of socialized media and the increasing number of users,there are still a lot of problems presented in the operation,including the increasing proportion of socialized-media users who simply browse the information,the common phenomenon of “Zombies” and the passive interaction,which leads to decrease the value of this platform,dissatisfy the marketing capital and destroy the platform.Therefore,it is quite necessary to make an empirical study on the user generated content in order to find out the major factors which may have an influence on the application and development of socialized media.Throughout the creation of the bullet screen,the appearance of popular broadcasting video and application of Wechat in the socialized media,it is worth doing the research on whether the others' existence has an influence on encouraging or restraining the users' actions.So this thesis would make a detailed study from the perspective of social presence.This thesis will make a specific research on the relation between social presence and user generated content in the field of socialized media by adopting the method combining qualitative analysis and quantitative analysis,in which it divides the social presence into three dimensions,such as sensory social presence,affective social presence and cognitive social presence.In spite of this,it also separates the user value into emotional value,social value and functional value in which the thesis specifically analyzes how the social presence arouses the user value in order to drive the creation of user generated content.First of all,the thesis will make a literature review on the researches at home and abroad and establish the “social presence---user value---user behavior” mode.In addition,the questionnaires of this study are designed based on the mature measurement scale at home and abroad.By illustrating the Wechat as thecase,the thesis makes the formal questionnaires after the preliminary research and collects 468 valid questionnaires in total.Finally,the thesis will deal with the sample data to verify the assumption by applying SPSS20.0 and AMOS21.0.In conclusion,the thesis has three major findings as followed:(1)sensory social presence has direct influence on the user-generated-content behavior instead of affective social presence and cognitive social presence;(2)the different dimensions of social presence has positive functions on different value of user's sense;(3)user value has the mediating function between the social presence and user-generated-content behaviors.Eventually,the thesis proposes some suggestions for management.On one hand,we should put more emphasis on the users' social presence.The socialized media platform should be designed on the basis of improving the users' social presence so that we could focus on the function of user value.On the other hand,we should pay more attention to the value of different dimensions which has the driving function on the user-generated-content behavior.