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〔摘 要〕以基于用户点评的社会化商务网站“大众点评网”为研究对象，在文献分析与问卷调查的基础上，提取可能影响社会化商务环境下用户生成内容的动机因素并建立模型，利用统计学软件SPSS及结构方程软件AMOS对数据进行处理，构建与修正模型并验证相关假设，重构社会化商务环境下用户生成内容的动机模型。实证结果表明：社会信任、感知易用性、享乐动机及外部奖励显著正向影响用户生成内容行为，而社会交往、感知有用性及利他动机对用户生成内容行为并未产生显著影响。
〔关键词〕社会化商务；大众点评网；用户生成内容；动机模型
DOI：10.3969/j.issn.1008-0821.2015.11.005
〔中图分类号〕G203 〔文献标识码〕A 〔文章编号〕1008-0821（2015）11-0031-07
Motivation of User Generated Content in Social Commerce Environment
——A Case Study of Dianping.com
Meng Jian Jiang Yan
（School of Information Management，Wuhan University，Wuhan 430072，China）
〔Abstract〕Based on literature review and questionnaire analysis，and taking social commerce website Dianping.com as an example，this paper established a model to explore the motivational factors that may affect the user content generation of social commerce websites.Analyzing the questionnaire survey data by using statistical software SPSS and structural equation software AMOS，it validated the assumptions and reconstruct the motivation model.The empirical results showed that social trust，perceived ease of use，hedonic motivation and extrinsic rewards had a significant positive impact on user content generation，while social interaction，perceived usefulness and altruistic motives did not significantly influence the behavior of user content generation.
〔Key words〕social commerce；Dianping.com；user generated content；motivation model
随着电子商务技术的发展与社交媒体的崛起，社会化商务（Social Commerce，或称社会化电子商务）模式成为互联网发展的趋势，并得到业界与学术界的广泛关注。著名管理咨询公司博斯（Booz
〔关键词〕社会化商务；大众点评网；用户生成内容；动机模型
DOI：10.3969/j.issn.1008-0821.2015.11.005
〔中图分类号〕G203 〔文献标识码〕A 〔文章编号〕1008-0821（2015）11-0031-07
Motivation of User Generated Content in Social Commerce Environment
——A Case Study of Dianping.com
Meng Jian Jiang Yan
（School of Information Management，Wuhan University，Wuhan 430072，China）
〔Abstract〕Based on literature review and questionnaire analysis，and taking social commerce website Dianping.com as an example，this paper established a model to explore the motivational factors that may affect the user content generation of social commerce websites.Analyzing the questionnaire survey data by using statistical software SPSS and structural equation software AMOS，it validated the assumptions and reconstruct the motivation model.The empirical results showed that social trust，perceived ease of use，hedonic motivation and extrinsic rewards had a significant positive impact on user content generation，while social interaction，perceived usefulness and altruistic motives did not significantly influence the behavior of user content generation.
〔Key words〕social commerce；Dianping.com；user generated content；motivation model
随着电子商务技术的发展与社交媒体的崛起，社会化商务（Social Commerce，或称社会化电子商务）模式成为互联网发展的趋势，并得到业界与学术界的广泛关注。著名管理咨询公司博斯（Booz