Actualization Mechanism of Sustainable User Generated Content:A Case Study of Bilibili Based on Affordance Actualization Theory
Sustainable user generated content(UGC)is the key for content platforms to gain competitive excellence.Existing studies on continuous user generated content focus on the perspective of factors to explore"what"influencing factors of user generated content,but the"how"of multiple factors to systematically play a role in the ac-tualization of the process of continuous user generated content is still unclear.Based on the perspective of Affordance-Actualization Theory,this study constructs the AIGA model of content platform to achieve continuous user generated content through an exploratory case study of Bilibili,and reveals the process of content platform to achieve con-tinuous user generated content.The results show that:The mechanism of user generated content is as follows.First,content platform pro-vides information affordance and social affordance(A).Then,content producers and content consumers have computer-mediated human interaction and human-computer interaction on the platform(I),the platform enterprise also designs a series of governance mechanisms to support those interactions(G),the main governance mechanism of content platform includes:user filtrate,content producer incentive,con-tent producer education,content consumer self-regulation and activity organization Finally,content producers achieve access to economic resources,opportunistic resources,social reputation,and emotional attachment,which means information affordance and social affordance are both actualized(A).There is a synergy between the two types of affordance actualization to promote sustainable user generated con-tent.The research is helpful to develop the theoretical system of user generated content,and expand the development of continuous user generated content theory from the factor view to the process view,and has important theoretical reference value for content platforms to gain core competitive advantages and actualize continuous user generated content.This study also contributes to affordance actualization theory by extending the perspective of affordance-actualization process from single perspective of technology users to the dual perspective of tech-nology users and technology providers.
Content PlatformSustainable User Generated ContentAffordance-ActualizationCase Study
万方数据
维普
