Research On Relationship Among User Need Satisfaction,Social Presence And Willingness To Share Of UGC Platform Lurkers

Most studies on UGC focus on the user's motivation for posting.However,most of the users on the Internet are lurking.According to the well-known "1% Rule," only 1% of users created new content,and 99% of users remained under diving.For this part of the lurkers,they will not post any new content,but they may be more willing to share content.The sharing of content is also one of the important ways of information dissemination on the online user generated content(UGC)platform.Therefore,exploring lurkers' motivation for sharing is of great significance both in practice and in theory.In the past,the analysis of sharing behavior mainly focused on the inherent characteristics of the post and lacked interpretation of personal needs.This article reviews and reviews relevant research at home and abroad,analyzes the willingness to share from the point of view of UGC platform lurkers needs,and incorporates social presence variables as an intermediary to construct a “user needs satisfaction—user social presence sensation—user sharing will”.The conceptual model,in which the user's needs are satisfied,includes three dimensions: social needs satisfaction,information needs satisfaction,and self-realization needs satisfaction.This paper relies on more mature measurement scales at home and abroad to design this research questionnaire.Taking the well-known UGC platform accidental encyclopedia as an example,the formal questionnaire was revised after pre-research.A total of 781 valid lurker questionnaires were collected through creative questionnaire collection in the encyclopedia platform(if the user did not post in the last three months,the user would be considered a lurker in this study);SPSS 20.0 was used to process effective sample data,and the validity and credibility of the questionnaire were analyzed.Finally,the fitness model was tested by AMOS 20.0 and the path coefficients were further analyzed.The hypothesis of this study was verified.The results of the study show that for lurkers,social needs satisfaction,information needs satisfaction,and self-expression needs meet the positive impact on the willingness to share;the positive impact of lurkers' social presence perception on sharing willingness;and social needs satisfaction,information needs Satisfaction and self-expression needs satisfy the positive impact on social presence.From a theoretical point of view,this result broadens the research scope and research perspectives of user sharing behavior.From a practical perspective,it provides advice and suggestions for the operation of UGC communities,with a view to achieving a positive cycle and long-term development of UGC communities.