Research On The Influence Factors Of Internet UGC Platform Users' Continuous Contribution Behavior Intention

With the rapid development of the Internet,the user-supported Internet UGC platform has emerged as the spring vegetable.The Internet UGC platform provides users with space to communicate,share and create,and the core value of the Internet UGC platform is the content created by the user through the creation of the platform.Therefore,the continuous contribution of users is essential to the sustainable development of the Internet UGC platform.So far,however,there has been a lack of research on the behavioral intentions of users to continuously contribute to quality content.To fill the gap in research,the main purpose of this paper is to establish a new model to study and analyze the influencing factors of user's continuous contribution behavior on UGC platform.This paper mainly discusses the following four questions:(1)Explore the influence of experience quality on the user's continuing contribution behavior intention.(2)Discuss the impact of experience quality on the creation of value creation,and the role of co-creation value in influencing users' continuous contribution behavior.(3)Discuss the role of different platform types in the relationship between experience quality,co-create value and continuous contribution behavior.(4)Explore the role of achievement motivation in the relationship between creating value and continuing contribution behavior intention.To verify the established model and the proposed assumptions,this paper adopts structural equation model analysis and hierarchical regression analysis method to analyze 514 questionnaire data.The results of this study show that,Co-creating value plays a full mediating role in the relationship between the quality of experience and the intention of users to continuously contribute.At the same time,different types of platform users are different from each other through the creation of quality of experience.On the one hand,the model of the quality of experience on the "knowledge-based" platform through co-creating value influences continuous contribution behavior is three factors mediation model.On the other hand,the model of the quality of experience on the "entertainment" platform is two factors mediation model.In addition,the achievement motivation only plays a moderating role on the influences of hedonic value and continuous contribution behavior intention on the "entertainment" platform.In summary,this paper adopts the method of empirical study,and the relationship between the quality of experience and the behavioral intention of continuous contribution was found and verified.At the same time,the mediation effect and influence process of co-create value are verified,and the moderating effect of the platform type and the moderating effect of achievement motivation are found.The results of this paper not only enhance people's understanding of the user's intention to contribute to the Internet UGC platform,but also provides practical guidance for the management practitioners of the Internet UGC platform to motivate users to contribute continuously.