Abstract:

User-Generated Content plays an important role during the continuous use of the online community. The intention that users choose whether to generate content is affected by multiple factors. This article chooses microblog users as the respondent, use the method of structural equation modeling for empirical analysis. It turns out that the perceived playfulness, anticipated reciprocal relationship and subjective norm show significant influence to the users’ generating intention. This study will contribute to the sustainable development of the online community.

Key words: User-generated content, 　Intention, 　Online community, 　User behavior