The Analysis On The Motivation Of The Short-timevideo Content Provider

Based on the ERG theory,this paper took the content providers of Tencent's short-time video as an example,to analyze the motivation of the short-time video content provider,hoping to find the influence factor and give the suggestions to the company,which is helpful to accumulate more high-quality and chic content.Current situation of UGC is showed in the first part of the paper.It proved that the golden time of the short-time video nowadays and also explained the significance of the research.The rest of article is organized as follows:the literature connected with this paper will be briefly introduced in the second part;in the methodology part,the introduction of data,variables and the situation of questionnaires will be covered;the forth part mainly the process of regression,it also includes the descriptive analysis,principal component analysis;the findings and results are showed in the fifth section,and also,the last section offers concluding remarks and summarized the short-comings.Four kinds of research method are used in this paper.The first on is the document analysis.This focus on the former analysis of the motivation of the content providers.Without this,the framework could not be settled latter.Interview is the second one.To gain deeper understanding of the true market,peer to peer interview were done between me and the Tencent's stuff and CPs.Third is the questionnaires.This gathered the data to support the later empirical analysis.Whereas the particularity of the samples,what needed to be mentioned is that all questionnaire were released online.The last but not least method is the empirical analysis,including factor analysis,principal component analysis.The software used is SPSS 24.0.This paper has two objectives.First,this article provides an empirical analysis on the influencing factors of the short-time video providers'motivation,and determines how these factors influence it.Also,based on those factors,suggestions would be given to the companies or platforms which tended to stimulate their content providers.The finding shows the monetary incentives,personal growth and the affiliation demand have positive effort to the motivation of the short-time video provider Which fulfilled the expectation.Nevertheless,the self-expression demand has the negative effect.This revealed the high-cost and profit-driven characteristics of the short-time video market.The dissertation has the several major innovations as below.There is no thorough and meticulous investigation about the motivation of the short-time video providers in China until now.And the former researches about UGC were tended to be more generalized.Hence,the propose of the more pragmatic suggestions would be easier to make.Also,this paper showed some kind of opposite result compared to the traditional UGC.