| The mobile communication technology and mobile technology has developed greatly,and the popularity of the Internet has also been greatly improved.Mobile communication and Internet "marriage" makes the rapid development of the mobile Internet market,and also changes the current consumer psychology and behavior patterns.Tourism is an information-intensive service industry.The combination of tourism and mobile Internet—online travel platform,provide tourists more convenient and personalized service.User Generated Content(UGC)is an emerging network information resources creation industry organization model,which is a voluntary development of individuals or groups and use the online platform to publish the content.The user is both the information resources consumers,but also producers.Therefore,it can be said that UGC contributes to the online travel platform's sustainable development.However,how to motivate users to create more high-quality content is an important topic in the field of UGC research on online travel platform.In this paper,based on the research of motivation of online travel platform users' content,the motive model of user generated content is set up under the background of online travel platform.On this basis,the relationship between motivation and behavior of user-generated content is studied.The results are as follows: there are 5 motivations for online travel platform usergenerated content—(1)tools and social motivation;(2)state and expectation motivation;(3)efficacy motive;(4)easy-to-use motivation;(5)quality assurance motivation.At the same time,the level of participation(including participation time,frequency of participation)and personality characteristics of users also influence user's generating behavior and contribution.In this paper,user-generated behavior is divided into four categories: viewers,socialer,contributors and internal.The results show that there are some differences in the motivational models of online usergenerated behavior. |
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