The Motivation Of User Generated Content In Social Commerce Environment

With the increasing attention of social interaction and e-commerce,the model of social commerce has been more and more popular between the platforms,merchants and users.With the development and maturity of Web2.0,the users change the model from the passive acceptance of content to the user generated content.Compared with the traditional e-commerce,the users of social commerce can create and disseminate content,and have stronger social attributes.Relying on user generated content not only can enrich the website information,enhance the brand value of the business,but also effectively promote the active shopping of other consumers.Based on literature research,it is found that the study of user behavior of the social commerce at home and abroad mainly focuses on the user's willingness to accept the website,the user's purchase intention,the behavior of user generated content and so on.The research on the motivation of user generated content at home and abroad mainly focuses on the motivation of social media user reviews,the motivation of e-commerce website user reviews and the motivation of spread the word-of-mouth.In fact,user generated content is an important source for social commerce,which affects the activity of the platform,and plays a vital role in the development of social commerce.Therefore,it is necessary to study the content of user generated by the social commerce website.The study of user generated content in social commerce environment mainly focuses on the characteristics,functions and effects.But there is less research on the motivation of user generated content,especially lack of the support of empirical research.Therefore,this study focuses on the motivation of user generated content in social commerce environment,and the object of study is social commerce website"dianping.com".With the introduction of motivation theory,technology acceptance model theory,social capital theory,and social characteristics,this study will construct the model from the aspects of social driven level,technology driven level and individual driven level.The data were collected by questionnaire,and the data were analyzed by SPSS and AMOS.The research results show that in the social commerce environment,subjective norm,perceived usefulness,perceived enjoyment,altruism,external rewards through positive impact on user generated content intention to influence the behavior of user generated content,and social interaction through the positive effect on perceived pleasure to influence user generated content intention,social trust has positive influence on altruism to influence user generated content intention,perceived usefulness has positive influence on altruism and external rewards,and the perceived ease of use has positive influence on perceived usefulness.Finally,based on the results of empirical analysis,this study proposes the optimization and improvement of social commerce website and encourages user generated content of social commerce site,in order to enhance the user's awareness of the social commerce website,promote user interaction,improve website usage and meet the individual needs of users.