The Influence Of Localized Personality On UGC Active Behavior

With the development of Internet technology,the virtuality,cross-regionality and unrestrictedness of the virtual community make more and more people participate in the information exchange and knowledge sharing in the community.User-generated content(UGC)is gradually integrated into people's lives.The content in the UGC platform meets people's needs for content and knowledge to a great extent.The content and relationship resources involved in the UGC platform gradually change people's social patterns and Behavior mechanism,behavior based on social purpose is gradually adopted by the public..However,there is an important problem for the UGC platform,that is,the low level of user participation in content creation has severely restricted the development of the UGC platform.In order to solve this kind of problem,this article deeply discusses the content creation behavior,content dissemination behavior of UGC platform users and its action mechanism,and provides guidance for the platform to improve the user's active level and quality management.This article is divided into three studies.One is to measure the localized personality(face,affection,harmony)and behavior,and build a chained intermediary model between the localized personality-effort-behavior.The second is the localized personality,Efforts are causal variables,add a moderating variable-community interaction atmosphere,and build a moderating variable model.The third is a moderating intermediary model that uses localized personality,effort,community interaction atmosphere,and behavior as variables.Following the path of action of localized personality on behavior,the first part explores the direct relationship between localized personality and behavior."Face","human relations" and"harmony" as potential unique rules in China will have a certain impact on people's thinking and behavior.From a cultural perspective,content creation behavior and content communication behavior as a typical interpersonal interaction behavior will be affected to a certain extent by different cultural tendencies.Face,human relations,and harmonious tendencies have a significant positive impact on the content creation behavior and content communication behavior of UGC platform users.In the process of interpersonal communication,users will generate face,protect face,avoid losing face,obtain favor,maintain harmony The motive of obtaining the corresponding social capital at a certain price constitutes the driving force for users to pursue face,affection and harmony.The second part discusses the indirect relationship between localized personality and behavior,including face,affection,and harmony,under the intermediary effect of effort intensity and goal commitment.Face,human relations,and harmony will not only have a direct impact on the behavior on the platform,but also affect the indirect impact of effort and goal commitment on the behavior.The user's demand for "earning face","afraid of losing face","repaying human relations","owing human relations" and "harmonious relationship" affects the individual's efforts and persistence in coping with difficulties.Under this driving force,users For the choice of participation method,choose a more frequent sharing method.The degree of effort and goal commitment have a partial intermediary role between face,human relations,harmony,content creation behavior and content communication behavior.The third part discusses the intermediary role of effort level and goal commitment in cultural tendencies and behaviors under the atmosphere of community interaction.Face,human relations,and harmony can have an indirect effect on behavior through the degree of effort and goal commitment.At the same time,the community interaction atmosphere will adjust the linear process between face,human relations,harmony,goal commitment,and effort level.High,the tendency of "earning face","afraid of losing face","owing human relations","repaying human relations","interpersonal harmony" and other tendencies to mediate the behavior through target commitment and effort.Overall,in the context of China's localization,people's needs for face,human relations and interpersonal harmony make users pay more time,energy and cost to participate in content creation and dissemination.The influence mechanism of unique personality traits on the active behavior of community users in the context of Chinese culture helps platform administrators to better maintain the community,effectively guide and incentivize users to increase the participation and contribution of social Q&A community users.On the basis of keeping the information resources of the Q&A community growing,it will increase its attractiveness to new users and promote the sustainable and effective development of the socialized Q&A community.