信息资源管理学报 ›› 2014, Vol. 4 ›› Issue (4): 69-77.doi: 10.13365/j.jirm.2014.04.069

• 研究论文 • 上一篇    下一篇

采纳用户生成内容的影响因素分析

郜雁 莫祖英   

  • 收稿日期:2014-06-28 出版日期:2014-12-26 发布日期:2014-12-26
  • 作者简介:郜雁,博士,讲师,研究方向为用户生成内容,Email:181073627@qq.com;莫祖英,博士,讲师,研究方向为信息资源管理。

Factors Influencing Consumer’s Information Adoption of User-generated Content

Gao Yan Mo Zuying   

  • Received:2014-06-28 Online:2014-12-26 Published:2014-12-26

摘要:

Web2.0技术的发展为用户生成内容(UGC)的发展提供了大量的机会。本文目的是研究意见寻求者意愿接受和采纳UGC的程度以及分析影响消费者采纳UGC的影响因素。在双过程理论以及信息采纳模型的理论基础上,我们通过抽取158个样本,对社会化媒体豆瓣电影进行实证研究并分析了影响在线意见寻求者采纳UGC的因素。研究结果表明详尽性、及时性以及相关性成为了UGC质量的最有效的影响因素,并且进而成为影响UGC采纳的关键影响因素。

关键词: 用户生成内容, UGC质量, UGC信息源可信性, UGC感知有用性, UGC采纳

Abstract:

Web2.0 technologies have created numerous opportunities for the production of User-generated Content (UGC).This phenomenon impacts online retailers as this easily accessible information could greatly affect the online consumption decision. The purpose of this paper is to examine the extent to which opinion seekers are willing to accept and adopt online consumer reviews from social media and which factors encourage adoption. Using dual-process theories, an information adoption model was developed to examine the factors affecting UGC adoption of online opinion seekers in social media. The model was tested empirically using a sample of 158 users who had experience within social media, movie.douban.com. Users were required to complete a survey regarding the online consumer reviews received from social media. The paper found comprehensiveness, timeliness and relevance to be the most effective components of the UGC quality construct of the research model, making them key influencers of UGC adoption.

Key words: User-generated content,  UGC quality,  UGC source reliability,  UGC perceived usefulness,  UGC adoption

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