顾客参与内容创造的个体心理和群体创造机制  

The Individual Psychology and Group Creation Mechanism of Customer Generated Content in Consumer-generated Media

作　　者：曹花蕊[1,2] 杜伟强[1] 姚唐[3] 范秀成[2] 

机构地区：[1]天津师范大学管理学院,天津300387 [2]复旦大学管理学院,上海200433 [3]北京航空航天大学经济管理学院,北京100191

出　　处：《心理科学进展》2014年第5期746-759,共14页Advances in Psychological Science

基　　金：国家自然科学基金项目(71102032;71202009;71232008;71202015;71372098);中国博士后科学基金(2013M531127)资助

摘　　要：顾客参与内容创造是顾客创造媒体(consumer-generated media,CGM)发展的基石,对互联网企业和传统企业的发展影响巨大而深远。CGM研究刚刚起步,顾客参与创造的研究有限,而为数不多的群体创造多针对组织、团队,针对顾客群体的甚少。针对蓬勃发展的CGM中顾客参与内容创造的个体研究和群体研究都很缺乏。研究试图在相关研究基础上,从顾客视角,使用动机理论、情绪理论、个体创造力和群体创造理论,科学采用实验、社会网络分析和调查等多种方法,并尝试采用心理学仪器(如近红外等)采集客观数据,对CGM中顾客参与内容创造的个体心理反应、群体创造过程、群体创造方式和环境机制进行深入探索。预期成果将有助于互联网企业建立科学的用户参与网络机制以提高竞争力,有助于传统企业更有效的利用顾客参与进行营销推广、促进销售并建立持久的顾客关系。User-generated content （UGC） is the cornerstone of consumer-generatea meala （CGM）. it nasa great and far-reaching influence on internet companies and traditional enterprises. CGM research has just started, and research on consumer participation in creation is still limited. The few studies about group creation focus on organizations or teams but little on customers. Based on motivation theory, emotion theory, individual creation and group creation theory, this research explores individual psychological reaction, group creation process, group creation mode and environment mechanism of UGC from the customer＇s perspective. The authors use experiment, social network analysis and survey method, at the same time, try to collect objective data by psychological instruments such as Polygraph. The expected results will help internet companies to establish scientific mechanisms of user participation to enhance competitiveness, and help traditional companies to carry out sales promotion and maintain long-term customer relationship by customer participation.

关 键 词：顾客参与内容创造 顾客创造媒体 群体创造 调节焦点 

分 类 号：B849[哲学宗教—应用心理学] C93[哲学宗教—心理学]