Research On The Motivation Of UGC Short Video Production

By 2018,China's short video industry has entered the mature stage of development,with an increasing user scale,an increasingly perfect industry regulatory system,and a stable market structure,but it is also facing the dilemma of content homogenization.UGC dehomogenization features is obvious and meets users' demands for personalized and diversified content.In addition,there is a difference between the user-generated content behavior of short video and its watching behavior.Only watching and not producing is non-contributing behavior,Such "free-riding" phenomenon may cause collective irrational consequences,that is,no one participates in the content production,which has potential risks for the short video platform with obvious characteristics of UGC.Therefore,it is particularly important to take targeted measures to stimulate users to produce content based on the research on the motivation of short video users.This research is based on use-and-satisfaction theory,social identity theory and social exchange theory,the motivation concluding six factors as variables: External Incentives ?demand fulfillment(Record Expression,Entertainment Recreation),social relationship(Social Interaction,Social Promotion),Personal Innovative build the short video user generated content motivation model,and further explore the short video platform user generated content will increase user viscosity,demographic statistics characteristics will differ in generating content motivation.Through data analysis found that :(1)In addition to External Incentives,others have a significant positive impact on Generated Content intention,among which the Personal Innovative is the largest,followed by Entertainment Recreation.(2)Generated Content has a significant impact on user viscosity,and further indicating the role of UGC on the platform.(3)Among demographic characteristics,gender factors only show significant differences in Social Interaction;Age factors showed significant differences in the three motivations of Social Promotion,Social Interaction and Record Expression.The educational level did not show significant difference in each motivation factor;Occupational factors only show significant differences in social promotion.(4)Supplementary research on users who do notproduce content shows that the main reason for not producing content is to worry about privacy security.