Research on the Driving Factors of Content Contribution in Micro-blog Based on System Characteristics
|School||Dalian University of Technology|
|Course||Information management and e-government|
|Keywords||Micro-blog Micro-blog system characteristics User Generated Content Driving factors Content contribution|
Based on the system characteristics, Micro-blog not only help users access to real-time news on the Internet, but also provides the platform users with creating and sharing personal experiences, originality. Content contribution, not only the expression and record of the individual, but also the valuable resource which maintain the prosperity and development of all kinds of Micro-blog platform. Better understanding of the characteristics of Micro-blog platform and the driving factors of content contribution is essential for the accumulation of social resources and the rapid development of the platform. However, why user contribute contents and what factors lead to user contributions loafing is still in the discussion. Few scholars research on the link between Micro-blog characteristics and driving factors of content contribution. Therefore, the purpose of this study is empirical testing the link between Micro-blog characteristics and driving factors of content contribution.Firstly, this paper presents three important characteristics of the Micro-blog:Broadcast-ing, Interactivity and Accessibility; Secondly, using Motivation theory to analyze the driving factors of users’ content contribution, and the motivation is divided into two categories:the Inner drive (Self-expression&record, Satisfaction, Privacy concerns and Impression protection) and External drive (External Rewards and Anticipated Reciprocity); Finally, based on the social network perspective, we proposing an integrated model about Micro-blog characteristics, diving factors and content contribution. Social exchange theory, Social capital theory and IT adoption theory are used to explain the mechanism of the three parts.This paper adopt the questionnaire survey method. Effective questionnaire through Online collecting is433in total. Using SmartPLS2.0software to test the SEM Model. The results show that the Micro-blog characteristics has a significant influence on the driving factors of content contribution. Driving factors also has a significant influence on users’ content contribution. Sincerely hoping that this study can provide theoretical and practical inspiration for the research of Micro-blog and content contribution.