在线旅游用户生成内容（UGC）动机与激励方式研究

发布时间：2018-01-01 01:25

本文关键词：在线旅游用户生成内容（UGC）动机与激励方式研究　出处：《北京第二外国语学院》2016年硕士论文　论文类型：学位论文

【摘要】：随着旅游互联网行业的不断发展,在线旅游平台的数量也不断增加,在线旅游的发展也从起初的单纯注重交易,转而开始更多注重优质内容的获取,因此对于优质旅游原创内容的需求也急剧上升,所以,用户生成内容的发展以及相应的用户激励方式则成为一个值得关注的问题。本文从文献分析着手,在结合以往对于用户生成内容动机及激励理论研究的基础上,并基于对多位用户进行一对一访谈,提炼出影响用户生成内容的主要动机因素。随后通过对旅游虚拟社区300名用户进行在线问卷调查,将用户根据贡献内容的频率分为高度活跃用户、中度活跃用户以及浏览型用户,采用定量与定性相结合的混合研究方法对不同类型用户生成内容的动机进行了分析,同时提出了各自对应的激励方式。研究表明,首先,不同类型用户的生成内容动机是不同的,对于高度活跃用户来说,动机主要来自自我价值,而对于中度活跃用户来说则主要来自感知娱乐性。第二,外在收益对于其生成内容的动机影响都是最弱的,因而对于旅游虚拟社区来说,仅通过提供物质激励是不足以激励用户持续生成内容的。第三,感知风险性是浏览型用户未生成内容的最主要原因。因此,设定不同类型用户的激励方式时,都要基于不同类型用户的实际需求。同时本文通过对旅游虚拟社区发展史研究,梳理了旅游虚拟社区用户激励方式的演进过程,列举了蚂蜂窝、穷游网、携程攻略社区、去哪儿攻略和百度旅游等主流旅游虚拟社区的激励活动案例,通过将管理学激励理论与用户激励手段相结合,再次验证了调研结果中对于用户不同层次需求的满足才是实现激励用户生成内容的最有效手段。同时结合旅游虚拟社区未来的发展趋势,对于用户生成内容的发展方向进行了趋势展望。本文通过深入系统地分析旅游虚拟社区UGC用户的动机及激励方式,有利于更好地激励用户的UGC活动,从而优化网络信息资源组织,促进信息知识的共享,实现用户与在线旅游行业的双赢。
[Abstract]:With the continuous development of the tourism industry of the Internet, the number of online travel platform will continue to increase, the development of online travel is from the beginning to only pay attention to transaction, to obtain more focus on quality content, so the original content of quality tourism demand has also risen sharply, so the development of user generated content and the corresponding user motivation become a problem worthy of attention. This paper from the literature analysis, combine the motivation and incentive for user generated content on the basis of theoretical research, and based on the number of users of one-on-one interviews, refines the main motives of user generated content. Then through the online survey of 300 virtual tourist community according to the user, user contributed content frequency divided into highly active users, active users browsing and moderate users, using quantitative and fixed Motivation mixed research method of combining different types of user generated content are analyzed, and put forward the corresponding incentive methods. The results show that firstly, different types of user generated content motivation is different, for highly active users, mainly from the motivation of self value, which is mainly for moderate active users from the perceived entertainment. In second, for the external revenue generated content motivation is the weakest, so to virtual tourism community, only by providing the material incentive is not enough incentive for continuous user generated content. Third, perceived risk is the main reason for browsing user does not generate content. Therefore, setting different types of user incentives, to different types of users based on the actual demand. At the same time through the research on the history of tourism virtual community development, sort out The evolution of tourism virtual community user incentives, lists the ant nest, poor travel network, Ctrip Raiders community, where Baidu travel Raiders and other mainstream virtual tourism community activities through the incentive case, management incentive theory and user incentive methods combined, once again proved to meet the needs of users at different levels of the research results it is the most effective means to encourage implementation of user generated content. At the same time, combined with the development trend of the future development direction of the virtual tourism community, user generated content is the trend in the future. Through the analysis of tourism virtual community of UGC users deeply and systematically the motivation and incentives, is conducive to better motivate users to optimize the UGC activities the organization of network information resources, promote information sharing of knowledge, to achieve a win-win situation with the users of online travel industry.

【学位授予单位】：北京第二外国语学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F592.6

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