采纳用户生成内容的影响因素分析  

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

作　　者：郜雁[1] 莫祖英[1] 

机构地区：[1]武汉大学信息资源研究中心,武汉430072

出　　处：《信息资源管理学报》2014年第4期69-77,共9页Journal of Information Resources Management

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。Web2.0 technologies have created numerous opportunities for the production of User-genera- ted 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.

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 

分 类 号：G203[文化科学—传播学]