Research On The Critical Mass Formation Mechanism Of The Network Effect Of Cultural And Creative Platform

Under the background of the development and the popularization of the application of Internet technology,the cultural and creative industry as a new kind of industry,promoted and influenced by the new economy,new consumption,supply-side reformation and so on,has flourished all over the world,especially on the stage of society economy in China for the past few years.From the perspective of the development of new economy,the core of the cultural and creative industry is the invisible element of high content of knowledge such as innovation and creativity.Compared with land-intensive and labor-intensive industries,the cultural creative industry is more conducive to the new and sustainable development of social economy.Based on the development concept of new consumption,consumers' consumption has changed from meeting daily needs to pursuing quality of life,from the requirement of quantity to the demand for quality.Even a survey by Boston Corporation shows that,the requirement of product packaging has been increased with the increasing income level."Buy Casket and Return Beads" may no longer be just a fable.The products or services provided by cultural creative industries can support consumers' demand for quality of life.It is precisely because of the change of consumer demand that the policy of supply-side reform emerges as the time requires.Under the guidance of this reform trend,the technical quality requirements of the production and manufacturing links have been raised to a new height.The development of cultural and creative industries provides more technical support and intellectual security for manufacturing enterprises.Therefore,it is of great practical significance to take cultural and creative industries as the research object.From the current level of technology development,the commercial development state of the cultural and creative industry is different from that of traditional industrial model.With the help of Internet and other emerging technologies,building a platform without time and space constraints has become an important model for the development of cultural and creative industries in China and the world.Based on the rise and spread of this kind of cultural and creative platform business model,it not only promoted a large number of scholars to carry out the relevant discussion and research,but also produced an abundant of research achievements.Typical research such as open source innovation platform,crowdsourcing / crowdsourcing platform and other related research build a new business model to provide reference ideas for cultural and creative industries in the context of the development of the Internet era.However,although the current research on the cultural and creative platform business model is rich,there is still room for further discussion and exploration.First of all,these studies focus more on the growth stage of the platform model.After the platform has a certain user base and scale,these studies mainly discuss the motivation of user participation and the design of incentive mechanism.Secondly,some research contents mainly discuss the operation process,management mechanism and platform governance of each model.In the relevant literature collected and collated by the author,there is a lack of empirical support in these aspects.Thirdly,in order for any platform organization to start successfully,it is necessary to form a network effect of explosive growth to ensure the smooth transition of the platform from the initial stage to the growth stage.In view of this,when studying the business mode of cultural and creative platform under the Internet environment,the academic circles need to pay enough attention to the related researches on how to realize the network effects on the platform.And the precondition of realizing network effect is that the user scale of platform organization reaches critical mass.This results in a new research topic,which is how the critical mass of network effect can be formed by platform organization.Under the condition of Internet,it is one of the important development paths for the cultural creative industry to build a platform business model,and the priority is how to survive in the competition of many platforms.Enabling the user base to attain critical mass so as to achieve network effect is the basic condition to ensure the survival and development of these platform models.Therefore,exploring the formation mechanism of the critical mass will help the platform organization realize the network effect,achieve the purpose of explosive growth,and provide new ideas for the development of cultural and creative industry.However,how do we define the critical mass? What factors will affect the platform organization to achieve critical mass? What is the formation mechanism? These are all problems that can be discussed and studied in depth.Regretfully,so far no scholars have paid attention to the critical mass formation of the cultural and creative platform organization.Specifically,this paper will study the influence of network structure constructed by the platform organization at the initial stage on critical mass formation and its influence mechanism from the perspective of social network.In order to study this problem,this paper mainly carries out two aspects of the work.Firstly,this paper finds the main factors that influence the formation of critical mass of the platform,establish the theoretical logic of its impact on the formation of critical mass,and establish the theoretical logic framework of this research.Secondly,the empirical research method is used to verify the theoretical conceptual framework constructed in this paper.In order to realize these research contents,this paper intends to start from the following aspects.First of all,this paper summarizes and defines relevant core concepts,namely network effect,critical mass and platform organization,and systematically reviews and analyzes relevant literature on cultural and creative platform organization.Secondly,through field research and the form of crawling network data,we get abundant empirical research materials.This research used the method of rooted theory to extract and purify main categories,such as cultural and creative platform network structure characteristics,user behavior characteristics and critical mass.And it constructed the internal logical relations among these categories to establishe the initial conceptual model for the research of this paper.Secondly,on the basis of these conceptual frameworks,the research adopts the form of self-made questionnaire to collect the relevant survey data,and selects the representative organization of cultural creative platform as the research object,and corrects the questionnaire through pre-survey.With the help of the online payment form,distribute and collect the questionnaire data.The initial conceptual model and related assumptions constructed in this paper are empirically tested and analyzed,and the theoretical and practical significance of this study is obtained according to the final empirical results.The research results show that the network trust of cultural and creative platform organization has a significant positive impact on the location of users and ultimately affects the perceived critical mass of users.However,network heterogeneity has a significant positive influence on user dominance control,but it has no significant influence on the user's information superiority.The location of users has a significant positive impact on user value creation behavior.Self-efficacy acquired by users on the platform has positive effects on perceived critical mass.Lastly,based on the conclusion of the empirical research,this paper puts forward the constructive opinions of the creative platform organization in the initial stage,from the network structure characteristics of the platform organization.For example,strengthen the trust of the platform organization,establish a certain degree of network relationship,do not pay too much attention to the platform network speed and other technical conditions,use how to provide users with a favorable network location as the platform construction and operation of the important content.There are still many deficiencies in this study,such as the selection of cultural and creative platform organization in the process of rooted theoretical research,the professional accomplishment and ability of the researchers inevitably limiting the perfection of this part of the content,and data collection aspects existing some problem in the process of research.All these provide space and direction for further research and improvement in the future.The critical mass in social science is different in natural science,because the critical mass is difficult to be calculated in social science.It can been measured by the user's anticipation.This study analyzes the critical mass formation mechanism of text-creating platform organization from the perspective of social network and user behavior through the logic of individual micro-behavior motivation's influence on macro-group behavior.It not only enriches and deepens the relevant contents of cultural and creative industry development model research under the condition of Internet,but also expands the corresponding research scope,has certain theoretical research value.At the same time,this paper provides some ideas for building a business model for the development platform of cultural and creative industry.Especially,it is of great practical significance to construct a reasonable and effective network structure to provide users with a favorable network location in the initial stage.