Research On The Behavior Of User-generated Value And Its Impact On Mobile Social Network

Along with the mature of Web 2.0 and mobile communication network,mobile social network users' change from single passive information adopters and browser to information creators,sharers and users,which make the users become one of the important creators in value chain.The development and utilization of user-generated value has become one of the important ways to obtain competitive advantage in the value chain of mobile social network service for the present and future.The behavior and phenomenon of user-generated value has aroused the attention of academics and practitioners,however,there are few researches on the motivation,behavior and influence factors in the environment of mobile social network.The thesis studies on the influence factors and mechanism of the user-generated value behavior in mobile social network through the empirical model and quantitative model,then analyzes the influence of user-generated value behavior on the relevant subjects in the value chain.First,the process and mechanism of user-generated value behavior in mobile social network is analyzed,and an empirical analysis model is constructed.On the one side,based on the research literature in technology acceptance model,theory of planned behavior,as well as rational behavior model,the factors affecting user's perception of experience value are combed.On the other side,based on the theory of user role,taken the model of stimulus-organism-response as the main line,the driving factors of user-generated value are integrated into a theoretical framework,from the multi-dimensional of society,psychological,enterprises,etc.then an empirical analysis model of influencing factors and paths of user-generated value behavior is constructed,and relevant research hypotheses is put forward.Secondly,the factors and paths that effect on user-generated value behavior in mobile social network is empirically studied.In the first,the operability definition of each variable in the model is defined,and then the questionnaire is designed and revised by the reliability and validity of the pre-survey data to form the final formal questionnaire.Next,using the formal questionnaire,the empirical data were collected,and adopted by structural equation model to verify the research hypothesis and the influence path.The research results suggest that whenever and wherever to access,perceived usefulness,self-efficacy,and reciprocity and altruistic have a significant positive effect on perceived functional value;perceived joy,sense of participation,and team norms have a significant positive effect on perceived hedonic value;whenever and wherever to access,privacy concern,team norms and reciprocity and altruistic have a significant positive impact on the perceived social value;sense of participation,and social indentify have a significant positive impact on the enterprise recognition value;perceived experience value has a significant positive effect on the continued usage,then the continuance further has a significant positive effect on the behavioral intentions of content providing;only perceived social value has a significant positive effect on content providing;enterprise rewards only have a mild moderating positive effect on user-generated value behaviors,and are often used to motivate users to participate in social network services.Again,based on the value chain perspective a mathematical model is constructed to study the influence of mobile social network users' creative content behaviors on enterprises' participation.In the first place,the characteristic of the user-generated value behavior in mobile social network is analyzed,which reveals that the type of mobile social network user directly affect the user behavior,if the user receive that its behavior type information for inactive users still choose to create content,the expected surplus will be negative;the price of mobile information services increases with the increase in reliability of content quality information of service/content providers.In the second place,from the perspective of value chain,the optimal user scale,quality of cooperation and earnings is researched on the decision making model of centralized decision-making and decentralized.In the end,the decision-making and evolutionary game of users and information content providers in the process of jointly producing information content is analyzed,and based on the simulation of system dynamics,the relationship decision evolution of the value chain of mobile social network service value chain is revealed.Finally,the mathematical model to study the incentive mechanism of mobile social network users' recommendation and sharing behavior is build.In the first,the existence of rewards only is considered,and the enterprises' incentive strategy for users' recommendation and sharing behavior is studied,which found that rewards have a certain effect on the recommendation of mobile social network users;the cost of recommendation have an important impact on the price and incentive strategy of service/content providers.In the second,the law of sharing behavior of mobile social network users is discovered when both rewards and reciprocity coexist based on the reciprocity theory.The result shows the effort levels and prices increase with the increase of weak connections,while profit decreases as the attention degree of among mobile social network user increases.In the last,the mobile social network users are regarded as the entrusted marketing of service/content providers,and the incentive strategy of service/content provider to the reciprocal behavior of user-generated value is analyzed.It is found that,the friendlier other social network users are to mobile social network users,the higher the recommendation efforts,when mobile social network users have reciprocal motivation,the service/content provider's reward has nonlinear efficiency on the promotion of recommendation.The research on user behavior has extended to the category of mobile social network in theory,and the support is provided for the relevant subjects in the mobile social network service value chain to develop and utilize the value creation activities of mobile social network users in practice.