社会化媒体中用户生成内容的动因与激励设计研究
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摘要
随着信息通讯技术(ICTs)的迅猛发展及互联网的演化和变革,社会化媒体成为新一代互联网环境下最为热门的焦点。它通过一系列开放性强、拓展性好的新兴技术或汇聚技术,开发适用于各种应用范畴的软件、网站平台和系统,从而吸引广大用户群体的参与。用户生成内容(UGC)是Web 2.0环境下一种新兴的网络信息资源创作与组织模式,倡导为用户创建一个参与表达、创造、沟通和分享的环境。用户既是网络信息资源的消费者,同时也是网络信息资源的生产者和传播者。因此,UGC是社会化媒体繁荣和可持续发展的主要动力之
一。然而,如何吸引用户参与到社会化媒体中并创作分享更多高质量的内容,是UGC研究的一个重要命题。本文将UGC的动因研究作为切入点,在此基础上延伸至UGC激励策略层面,并从设计学视角探讨UGC激励设计的相关问题。
本文首先介绍了研究背景和研究意义、明确了研究对象,同时对于国内外的研究现状进行了详细综述,最后概要阐述了本文的研究思路、研究方法和技术路线。然后,本文详细介绍了UGC的源流、理论基础与应用发展。其中源流部分概述了UGC的定义、历史沿革以及驱动力和影响力。理论基础部分重点阐述UGC相关的概念基础,并提出了UGC研究的分析框架,包括UGC研究的概念分析框架、UGC研究的整合分析框架以及UGC研究的UCTOS元素模型,试图从资源观、行为观、技术观和应用观四个维度定位并发掘UGC相关研究。应用发展部分在对各类社会化软件成熟度曲线介绍的基础上,结合UGC研究主题的综述,尝试将UGC研究的应用域进行归纳分析。接着,本文从四个部分分别论述了社会化媒体中UGC的特征与机理、UGC的动因、UGC的激励策略以及UGC激励设计。其中,UGC激励策略研究强烈依赖于UGC特征和动因研究的结论,并作为桥梁将UGC动因研究与UGC激励设计有效地联系起来。
第三章基于信息生产过程的视角,通过8个不同类型的社会化媒体网站开展实证研究,根据不同的数据采集规则采集相关元数据并进行分析,在IPP的视角下从定量的角度揭示UGC中用户和内容之间的数量关系以及其内在的特征和机理。同时,以全球最大的视频分享网站YouTube为切入点,通过收集一段时间内YouTube的视频数据进行UGC特征的定性分析。
第四章从多学科视角出发,对相关理论基础进行提炼和整合,并在此基础上对各种UGC影响因素进行归纳和分类,从而挖掘出影响UGC的主要动因和整合模型。以“土豆网”作为研究对象,设计调研问卷收集相关数据,利用结构方程模型对研究假设进行检验,并对数据分析结果进行讨论。
第五章首先在第三章UGC用户累积贡献率研究结果的基础上,构建基于用户贡献程度的UGC群体分类框架。然后,引入赫兹伯格的双因素理论作为理论基础,并在第四章动因研究的基础上,通过扎根分析法提炼出社会化媒体中UGC影响因子测度列表。实证研究部分将建立在“用户分类-动因分类”的二维结构上,主要针对三类用户群体,即普通参与者、活跃参与者和核心贡献者,通过探索性调研访谈的方法发掘不同类型的用户关于激励因素和保健因素的判断和态度,并就这三类用户群体的激励策略开展综合讨论。
第六章引入了信息系统领域的设计学范式,从IT构件的角度讨论了社会化媒体中UGC激励设计可能涉及到的IT构件,包括实体构件、理论构件和服务构件,并从用户和内容两个方面构建了UGC激励设计框架,提出本文的两大研究命题,即社会化媒体的用户体验设计和UGC质量评价设计。前一项研究中引入了示能性和感知示能性的理论视角构建了动因示能模型,并以此提出10条设计原则。后一项研究中笔者从视频类UGC的实际问题出发,构建了基于内容质量的UGC质量测评框架。
本文对于Web 2.0环境下社会化媒体中UGC动因和激励机制研究的若干结论不仅在理论上拓展了该领域的研究范畴、完善总体研究框架,同时也可以对各类网站平台服务商、内容提供商、设计者以及互联网监管部门在实际规划设计、运营管理、应用维护和实施监督中所面临的各项问题给予建议和参考指导。本文的创新点主要体现在：(1)UGC研究的分析框架和要素模型；(2)基于用户分类与双因素理论框架的UGC激励策略设计；(3)示能性概念的引入以及UGC激励设计中动因示能性模型的构建。本研究的不足之处在于：(1)动因研究中对于人口统计学分析以及激励策略研究中对于潜水者激励机制的分析有待深入；(2)UGC激励设计中还需要对用户体验设计框架和质量测评框架进行验证；(3)实证分析多以视频类UGC为研究对象,其适用性和推广性需要进一步检验。
With the sweeping progress of Information and Communication Technologies (ICTs) and the evolution of Internet, social media has been the focus and aroused great attention from both academia and industry. Social media is a technology enabled social software, platform, or system which aims to attract mass user's participation. User-Generated Content (UGC) is an emerging mode for the creating and organizing of web information resources, and it attempts to incubate an internet mediated social participation, communication, and collaboration environment. User is not only the consumer of web information resources, but also the producer and communicator. Therefore, UGC is one of the most important motives for the flourishing and sustainable development of social media. However, how to attract user's participation and yield more high quality contents are interesting topics which need more exploration. This dissertation starts from the motivation perspective and extends to the incentive related issues, including the incentive mechanism and incentive design.
This dissertation first introduces the research background and significance, and clarifies the research objective. Furthermore, a detailed literature review is conducted, and then we state the research approach, methods and road map of the study. The second chapter explores the trajectory, theoretical bases and applications of UGC. We elaborately examine the conceptualization of UGC, and propose some framework and model for analysis, which endeavor to positioning and detecting potential research topics from four perspectives, i.e. resource view, behavioral view, technology view and application view. We also classify the typology of UGC applications based on the literature review and real cases. Moreover, the dissertation focus on four sections, namely the characteristic and mechanism of UGC, motivation of UGC, incentive strategy of UGC, and UGC incentive design.
The third chapter first explains the foundation and mathematical form of Information Production Process (IPP), and then explores the feasibility of applying the IPP as a framework to guide the research of UGC. We take an empirical study to reveal the characters and mechanisms of UGC quantitatively by collecting and analyzing data from 8 UGC sites based on different rules. In addition, YouTube is used to conduct a case study to yield some implications for the characteristics of UGC qualitatively.
The fourth chapter first refines the related theories from multiple disciplines and classifies the influence factors of UGC. A theoretical model is proposed and analyzed, and then we build a research model and put forward some hypotheses for empirical study. Tudou website is used to collect the subjective data from users and analytical survey is employed to validate the hypotheses and yield some implications for social media companies.
The fifth chapter first builds a user classification framework based on user mass contribution, and then borrows the two-factor theory as the theoretical basis to propose a UGC influence factor list by grounded theory and open coding approach. The empirical study adopts the'user classification & influence factor'dimension to conduct survey and interview on three groups of user's judgments and attitudes towards the hygiene and motivation factors. Finally an elaborate discussion is put forward based on the findings.
The sixth chapter first introduces the design-science research paradigm from Information Systems (IS) discipline, and emphasizes the concept of IT artifacts which can be viewed as the core object for the UGC incentive design. Then we explore the basic IT artifacts in our study, i.e. entity artifact, theory artifact, and service artifact, and build the framework of UGC incentive design from user and content perspective. Two research topics are put forward and examined in this dissertation. The first study aims to construct a motivational affordances model for user experience design of social media based on the theories of affordance and perceived affordance, and put forward 10 design principles to enhance the UGC incentive design. The second study attempts to solve the content evaluation issue in UGC via a problem-driven approach. We build a conceptual framework for UGC evaluation and state the application of our model in real cases.
The findings of this dissertation will contribute to the theoretical construction of UGC motivation and incentive issues in social media, and yield some implications, suggestions, and guildlines for the service provider, content provider, designer, and cyber regulation department in their real work. The dissertation has several major innovations as below. First, we propose the UGC analytical framework and component model for the future related studies. Second, we examine the UGC incentive strategies from an integrated perspective on user classification and two-factor theory. Third, we incorporate the concept of affordance and perceived affordance in UGC incentive design and propose the motivational affordances model for social media interaction design in a creative way. However, our study also has some limitations. First, we need to examine the moderating effects of demographic factors in UGC motivation study and explore more on the lurker's incentive strategies in the fifth chapter. Second, although we propose the motivational affordances model for social media interaction design and evaluation framework for UGC content, we lack the empirical evaluation stage in our design research part, which may need further work in the future. Third, several empirical studies in this dissertation adopt the video-sharing websites as the research object. Although the video sharing UGC is a very typical style, the generalization of our findings may still need to be examined in some other types of UGC in future work.
一。然而,如何吸引用户参与到社会化媒体中并创作分享更多高质量的内容,是UGC研究的一个重要命题。本文将UGC的动因研究作为切入点,在此基础上延伸至UGC激励策略层面,并从设计学视角探讨UGC激励设计的相关问题。
本文首先介绍了研究背景和研究意义、明确了研究对象,同时对于国内外的研究现状进行了详细综述,最后概要阐述了本文的研究思路、研究方法和技术路线。然后,本文详细介绍了UGC的源流、理论基础与应用发展。其中源流部分概述了UGC的定义、历史沿革以及驱动力和影响力。理论基础部分重点阐述UGC相关的概念基础,并提出了UGC研究的分析框架,包括UGC研究的概念分析框架、UGC研究的整合分析框架以及UGC研究的UCTOS元素模型,试图从资源观、行为观、技术观和应用观四个维度定位并发掘UGC相关研究。应用发展部分在对各类社会化软件成熟度曲线介绍的基础上,结合UGC研究主题的综述,尝试将UGC研究的应用域进行归纳分析。接着,本文从四个部分分别论述了社会化媒体中UGC的特征与机理、UGC的动因、UGC的激励策略以及UGC激励设计。其中,UGC激励策略研究强烈依赖于UGC特征和动因研究的结论,并作为桥梁将UGC动因研究与UGC激励设计有效地联系起来。
第三章基于信息生产过程的视角,通过8个不同类型的社会化媒体网站开展实证研究,根据不同的数据采集规则采集相关元数据并进行分析,在IPP的视角下从定量的角度揭示UGC中用户和内容之间的数量关系以及其内在的特征和机理。同时,以全球最大的视频分享网站YouTube为切入点,通过收集一段时间内YouTube的视频数据进行UGC特征的定性分析。
第四章从多学科视角出发,对相关理论基础进行提炼和整合,并在此基础上对各种UGC影响因素进行归纳和分类,从而挖掘出影响UGC的主要动因和整合模型。以“土豆网”作为研究对象,设计调研问卷收集相关数据,利用结构方程模型对研究假设进行检验,并对数据分析结果进行讨论。
第五章首先在第三章UGC用户累积贡献率研究结果的基础上,构建基于用户贡献程度的UGC群体分类框架。然后,引入赫兹伯格的双因素理论作为理论基础,并在第四章动因研究的基础上,通过扎根分析法提炼出社会化媒体中UGC影响因子测度列表。实证研究部分将建立在“用户分类-动因分类”的二维结构上,主要针对三类用户群体,即普通参与者、活跃参与者和核心贡献者,通过探索性调研访谈的方法发掘不同类型的用户关于激励因素和保健因素的判断和态度,并就这三类用户群体的激励策略开展综合讨论。
第六章引入了信息系统领域的设计学范式,从IT构件的角度讨论了社会化媒体中UGC激励设计可能涉及到的IT构件,包括实体构件、理论构件和服务构件,并从用户和内容两个方面构建了UGC激励设计框架,提出本文的两大研究命题,即社会化媒体的用户体验设计和UGC质量评价设计。前一项研究中引入了示能性和感知示能性的理论视角构建了动因示能模型,并以此提出10条设计原则。后一项研究中笔者从视频类UGC的实际问题出发,构建了基于内容质量的UGC质量测评框架。
本文对于Web 2.0环境下社会化媒体中UGC动因和激励机制研究的若干结论不仅在理论上拓展了该领域的研究范畴、完善总体研究框架,同时也可以对各类网站平台服务商、内容提供商、设计者以及互联网监管部门在实际规划设计、运营管理、应用维护和实施监督中所面临的各项问题给予建议和参考指导。本文的创新点主要体现在：(1)UGC研究的分析框架和要素模型；(2)基于用户分类与双因素理论框架的UGC激励策略设计；(3)示能性概念的引入以及UGC激励设计中动因示能性模型的构建。本研究的不足之处在于：(1)动因研究中对于人口统计学分析以及激励策略研究中对于潜水者激励机制的分析有待深入；(2)UGC激励设计中还需要对用户体验设计框架和质量测评框架进行验证；(3)实证分析多以视频类UGC为研究对象,其适用性和推广性需要进一步检验。
With the sweeping progress of Information and Communication Technologies (ICTs) and the evolution of Internet, social media has been the focus and aroused great attention from both academia and industry. Social media is a technology enabled social software, platform, or system which aims to attract mass user's participation. User-Generated Content (UGC) is an emerging mode for the creating and organizing of web information resources, and it attempts to incubate an internet mediated social participation, communication, and collaboration environment. User is not only the consumer of web information resources, but also the producer and communicator. Therefore, UGC is one of the most important motives for the flourishing and sustainable development of social media. However, how to attract user's participation and yield more high quality contents are interesting topics which need more exploration. This dissertation starts from the motivation perspective and extends to the incentive related issues, including the incentive mechanism and incentive design.
This dissertation first introduces the research background and significance, and clarifies the research objective. Furthermore, a detailed literature review is conducted, and then we state the research approach, methods and road map of the study. The second chapter explores the trajectory, theoretical bases and applications of UGC. We elaborately examine the conceptualization of UGC, and propose some framework and model for analysis, which endeavor to positioning and detecting potential research topics from four perspectives, i.e. resource view, behavioral view, technology view and application view. We also classify the typology of UGC applications based on the literature review and real cases. Moreover, the dissertation focus on four sections, namely the characteristic and mechanism of UGC, motivation of UGC, incentive strategy of UGC, and UGC incentive design.
The third chapter first explains the foundation and mathematical form of Information Production Process (IPP), and then explores the feasibility of applying the IPP as a framework to guide the research of UGC. We take an empirical study to reveal the characters and mechanisms of UGC quantitatively by collecting and analyzing data from 8 UGC sites based on different rules. In addition, YouTube is used to conduct a case study to yield some implications for the characteristics of UGC qualitatively.
The fourth chapter first refines the related theories from multiple disciplines and classifies the influence factors of UGC. A theoretical model is proposed and analyzed, and then we build a research model and put forward some hypotheses for empirical study. Tudou website is used to collect the subjective data from users and analytical survey is employed to validate the hypotheses and yield some implications for social media companies.
The fifth chapter first builds a user classification framework based on user mass contribution, and then borrows the two-factor theory as the theoretical basis to propose a UGC influence factor list by grounded theory and open coding approach. The empirical study adopts the'user classification & influence factor'dimension to conduct survey and interview on three groups of user's judgments and attitudes towards the hygiene and motivation factors. Finally an elaborate discussion is put forward based on the findings.
The sixth chapter first introduces the design-science research paradigm from Information Systems (IS) discipline, and emphasizes the concept of IT artifacts which can be viewed as the core object for the UGC incentive design. Then we explore the basic IT artifacts in our study, i.e. entity artifact, theory artifact, and service artifact, and build the framework of UGC incentive design from user and content perspective. Two research topics are put forward and examined in this dissertation. The first study aims to construct a motivational affordances model for user experience design of social media based on the theories of affordance and perceived affordance, and put forward 10 design principles to enhance the UGC incentive design. The second study attempts to solve the content evaluation issue in UGC via a problem-driven approach. We build a conceptual framework for UGC evaluation and state the application of our model in real cases.
The findings of this dissertation will contribute to the theoretical construction of UGC motivation and incentive issues in social media, and yield some implications, suggestions, and guildlines for the service provider, content provider, designer, and cyber regulation department in their real work. The dissertation has several major innovations as below. First, we propose the UGC analytical framework and component model for the future related studies. Second, we examine the UGC incentive strategies from an integrated perspective on user classification and two-factor theory. Third, we incorporate the concept of affordance and perceived affordance in UGC incentive design and propose the motivational affordances model for social media interaction design in a creative way. However, our study also has some limitations. First, we need to examine the moderating effects of demographic factors in UGC motivation study and explore more on the lurker's incentive strategies in the fifth chapter. Second, although we propose the motivational affordances model for social media interaction design and evaluation framework for UGC content, we lack the empirical evaluation stage in our design research part, which may need further work in the future. Third, several empirical studies in this dissertation adopt the video-sharing websites as the research object. Although the video sharing UGC is a very typical style, the generalization of our findings may still need to be examined in some other types of UGC in future work.
引文
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