情境因素对网络社群中消费者生成内容行为的影响研究——以IT产品消费为例

Web2.0技术的发展,使得消费者可通过在线网络或社区自由地生成内容,但少有研究关注情境因素对消费者生成内容行为的影响。本文通过从现有网络消费者社群中收集数据,采用客观度量的方式,研究了情境因素对消费者生成内容行为的影响。结果表明,消费者生成内容行为受到激励、标识、地位、知识和声望的影响。更具体地说,与无激励相比,消费者在有激励的条件下,对其他消费者的问题响应更加及时,响应的平均速度也更快,生成内容所含信息量更多;网络社群团队成员标识和级别地位都对消费者生成内容的频率及信息量产生正向影响;网络社群消费者的级别地位正向影响其生成内容领域的发展,并进而影响其生成内容频率的变化;网络社群消费者向其声望领域生成内容更加及时,且生成内容所含信息量更大。

Effect of Situational Factors on Behavior of Consumer-generated Content in Online Consumer Communities： A Case of IT Products

With the development of Web2.0 technology,consumers can generate content freely through online networks or communities,but few studies focus on the effect of situational factors on behavior of consumer-generated content(CGC).This paper investigates the effect of situational factors on behavior of CGC empirically through collecting data from a real Online Consumer Community with objective measurement.Results show that consumers of online communities are affected by external incentives,identity,status,knowledge and reputation to generate content.More specifically,compared with no external incentive,consumers response to questions more timely and quickly,and generated content with greater amount of information when there are an external incentives;Team members logo and status of consumers in online communities have positive effect on frequency and amount of information of CGC.The status of consumers in online communities affects the developments of field of CGC positively,and thus affects the frequency of CGC;Consumers generate content more timely and with a greater amount of information to the field that they had the highest effectiveness in the past.