Incentive Research On User-Generated Content

In Web 2.0 era,with the popularity of social media,the marketing concept-“content is king” has been deeply rooted in the hearts of the people.More attention on content marketing are paid by businessmen.However,the concept of content marketing is also constantly evolving.Companies don't only unilateral create and disseminate the content,but also focus on attracting users and maintaining the relationship with particular users.They throw a controversial topic,which can incentive users' desire,and lead users' desire to create content.User generated content as an important content of enterprise marketing material,plays an important role in the enterprise marketing activities,and need to be noticed.Nearly researches of user-generated content,from the macro and micro level,take it as a IT component measuring and calculating,from the micro level,or identify the function and significance of user generated content.Ever though about the motives of users to participate in the network platform,user acceptance and use some sort of social software research,but all have no the user generated content as an analysis of a specific phenomenon or just simple mentioned in the research framework and model and in depth,the tendency of user generated content discussed there are blank.Through the analysis of this paper,we found that the self-efficacy,pleasure experience,value idea,the intangible benefits,tangible rewards will positively influence the user generated commercial content.And the way to generate contents is as a moderator between intangible benefits,tangible rewards and generated content intend.Based on the review of previous user generated content literature,we gradually analyze the user generate commercial content.Study one is to identify the incentive factors of user generated commercial content,and analyze the moderated effects by different ways to generate content,in order to find out the differences between different ways to motivate user generated content.Study two is to compare positive and negative content's incentive differences,and the expects of difference content.Through the analysis of this paper,we found that the self-efficacy,pleasure experience,value idea,the intangible benefits,tangible rewards will stimulate user generated commercial content.Under the competitive way of content generation,intangible benefits will drive more to generate content.Under the independent way of content generation,tangible rewards will drive more to generate content.Users posted positive content,more effected by the user values,intangible benefits,economic reward drive.Users posted negative content,more hoping that the enterprise paid attention to their bad consumption experience,and improved related products and services.The conclusions are meaningful for the enterprises to incentive user generated content,and treat positive or negative content rightly.