Research on the Incentive Effect of Rewards on the Features of User-Generated Content in Virtual Communities
In order to motivate users to generate high-quality content,various types of virtual communities have taken some measures.The rewarding mechanism,a newly emerging method of audience's voluntarily paying,has gained more and more favor of industry.However,there is few researches on reward's incentive effect in academia at present,and the empirical study objects about the incentive method of virtual communities are not comprehensive,which means the research conclusions have some limitations.Therefore,this paper chose both comprehensive and vertical virtual communities as research objects,analyzed and extracted three features describing the intellectuality of the content,which are the expertness,the length and the emotionality,then collected the user-generated content and rewarding related data from two website.Using web crawler technique,this paper built the panel vector auto-regressive model,and implemented the impulse response analysis,so as to examine the dynamic impact of rewards on the intellectual features of user-generated content.The results show that reward revenue has a positive impact on the text length of user-generated content in both the short and long term,but has no significant impact on the professional degree and emotional intensity of user-generated content.According to the research results,this paper describes the application of virtual community reward mechanism.
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