for a UGC product, why the user to produce content, their motivation from where, this is a partial theory of the problem, but also the operation of the next step to take the basis of measures. To analyze the driving force of the user’s content, we must first understand the user relationship that the user faces.
on user relations, I agree with Roc in the "information based relationship chain active and market growth" in a text classified:
relation intensity classification and definition:
1. strong relationship, you basically contact every day, or at least 2-3 times a week with people.
2. is a weak relationship, not a daily contact, but basically a former friend, classmate, colleague, relative.
3. micro relations, through common interests, hobbies, has formed a speaking acquaintance.
each product in different stages of development, the main relationship between his users is inconsistent. On the current market products, to the above three types of user relations were found corresponding products:
1, strong relationship: QQ space, renren. The users are basically classmates, colleagues and relatives. The importance of communication and discussion between users is not particularly concerned about the quality of the content.
2, weak ties: Sina, micro-blog, WeChat, Path. Most of these products have contacts, but are not particularly familiar with them.
3, micro relations: Tianya forum, Baidu post bar, know almost, Instragram, no search network. Users here often only know that there is a net known ID, and the content of the ID share of interest or identity. Users rely on common interests to maintain, and pay special attention to the content provided by each other.
, after analyzing the relationships among users in the product, we consider the power of the user to produce content in a UCG product from a psychological perspective. After looking at a number of products, the individual believes that in most scenarios, the power of the user to produce content can correspond to the following two two categories (paid transaction behavior is not within the scope of this article):
I, social identity,
in fact, whether in the network or in life, a user produces content (in life, said and said to do something), mostly in order to obtain some kind of social identity.
this social identity is often manifested as:
‘s own opinions and actions are highly regarded by others. When a user production was reproduced thousands of times, or "love" several times, it is in the producer’s identity, enough to make producers receive great satisfaction. You publish an answer on the subject, or publish a photo on Instragram, often out of this motivation. In >