Research On The Influence Of UGC Content Features On User's Like Behavior And Collection Behavior

With the rapid development of the mobile Internet,users are not only consumers and service providers of the Internet,but also producers and creators of content.The development of social media has spawned many virtual communities.The virtual community has gathered people with similar interests and goals to create UGC(User generated content)for sharing,communication and even transactions.Studies have shown that user praise and collection behavior can help the community sustain its operations and maintain a good community atmosphere.However,the influx of massive users and the generation of massive content have made the content management of virtual communities more difficult.At present,the content community has problems such as uneven content quality and imperfect quality screening system for high-quality content.The existing machine algorithms have conducive to improving content security,but can not directly judge the content value dimension.From the perspective of content quality,this paper takes the Xiaohongshu community as the research object,and from the perspective of community content managers,the community content characteristics are used as the influencing factors to stimulate users' praise and collection behavior.In this paper,we use the "foundation" as the key word to obtain the research note data,first of all to carry out literature research to determine the relevant theoretical basis.Secondly,the content analysis method is used to quantify the processing of note data.Through category construction and content coding,three first-level dimensions of content type,content form and content attribute are established,and 22 levels of influencing factors are subdivided.Finally,a regression analysis model is established for the content of the quantitative processing,and the influence of content characteristics on user praise and collection behavior is analyzed.It is found that the product information type is more popular in the content feature,and the content form has little influence,but the content form directly affects the interest of the content.The practical content in the content attribute has the most significant influence on the user's praise and collection behavior.User praise behavior is more significant than collection behavior,and objectivity has a more significant impact on user collection behavior than praise behavior.Combined with the research conclusions,this paper proposes management inspiration for Xiaohongshu: the praise behavior represents the user's favorite attitude,which is conducive to the user's new and promotion.Xiaohongshu should enhance the fun on the multimedia material of the notes,namely pictures and videos.Sexuality and aesthetics can provide users with more material tools and interesting topic discussions;collection behavior reflects the user's perceived value,which is conducive to the retention and transformation of users.Xiaohongshu should improve the practical objectivity of notes.1.Pay attention to the operation and maintenance of the official account,so that it plays a good role in guiding the topic and improving its influence.2.Set up a standard note mode to guide users to share and word of mouth should be described in many aspects.3 Improve the supervision of the authenticity and scientificity of the content,and increase the reminder and limit on the use of the picture filter.