Research On Influencing Factors Of User Information Sharing Behavior Based On UGC Community

Under the tide of "Internet plus" era,people have stepped into the information age.Information dissemination speed is more efficient and communication mode is more convenient.With the progress of the times,UGC community emerges as the times require,and its development speed changes with each passing day.Users can share their life,experience and knowledge in the community anytime and anywhere,so as to meet people’s diversified needs for information and attract a large number of users to join the community.The core of the success of UGC community is that users actively share information,increase the amount of community information and enrich the types of information.However,the survey found that most community members are only the recipients of information,rather than the publishers of information.The platform is facing the problems of low user stickiness and high wastage rate,which is not conducive to long-term stable development.Therefore,the study of UGC community user information sharing behavior has important value,not only can provide suggestions for community managers,promote the healthy development of the industry,but also can improve the user experience.According to the theoretical framework of Technology Acceptance Model(TAM),this paper selects part of the structure of the model and combines with the actual use of UGC community to build a model that can be used to explore the influencing factors of user information sharing behavior in UGC community.Firstly,taking xiaohongshu community as an example,this paper reviews the relevant literature of UGC community information sharing at home and abroad.Based on the social exchange theory,social cognitive theory and information ecology theory,it introduces the variables of trust,reciprocity,self-efficacy,result expectation,information usefulness,information ease of use,information sharing technology risk and community environment interaction atmosphere,all of which constitute the theory On the model,put forward the research hypothesis.Secondly,the measurement scale of each variable was designed to form the initial questionnaire.According to the small-scale interview and the pre-test reliability test,the questionnaire was revised to form a formal questionnaire.Through the combination of online and offline methods,419 valid questionnaires were collected.Finally,SPSS and Amos software were used to analyze the effective questionnaire data,and the reliability and validity test and structural equation model test were carried out.The results of empirical analysis show that eight of the nine hypotheses pass the test,and the model fits well.Among them,trust,reciprocity,self-efficacy,result expectation,information usefulness and information ease of use have different degrees of positive impact on users’ information sharing willingness;information sharing technology risk has a negative impact on users’ information sharing willingness;community environment interaction atmosphere has no significant impact on information sharing willingness;information sharing willingness has a moderating effect on information sharing behavior.According to the analysis results,five suggestions are put forward for UGC community operators to promote the healthy and sustainable development of the community.