The Relationship Between Motivation and Behavior of User-generated Content on Online Travel Platforms
Zhang, Shuhua (2022)
Zhang, Shuhua
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121429689
https://urn.fi/URN:NBN:fi:amk-2022121429689
Tiivistelmä
The rapid development of information communication technology and mobile technology has provided technical support for the popularization of the Internet. The convergence of the Internet and mobile communications has accelerated the expansion of the mobile Internet business while also altering consumer psychology and behavior patterns. Tourism is an information-intensive service industry. An online travel platform operated by an organic combination of travel and mobile Internet provides tourists with more convenient and personalized services. A new organizational approach for developing network information resources is user-generated content. It is content developed voluntarily by individuals or groups and published through online platforms. Users are consumers of information resources, as well as producers and producers of information. The creation of quality UGC by online travelers is a driving force for the sustainable development of online travel platforms. A crucial research question in the area of online travel platforms is how to encourage users to do this. Using research on online travel platform user- generated content motivation as a starting point, this thesis investigates the link between user-generated content intention and user-generated content intention in the context of online travel platforms.
The research results show that there are four motivations for users to generate content on online travel platforms, namely: (1) social motivation (2) status and expectation motivation (3) effectiveness motivation (4) perceived ease of use motivation, and personality characteristics. User-generated behavior and level of contribution also play a role. This paper classifies user-generated behaviors into the following categories: browsing behaviors, social behaviors, and contributing behaviors. The final findings of this thesis show that there are certain differences in the motivation of online travel platforms to differentiate user-generated behaviors.
Through in-depth analysis of the system of the virtual travel community, UGC user motivation and behavior to better analyze users’ UGC activities to optimize the organization of network information resources, and facilitate the sharing of information and knowledge, in order to reach both win circumstances with users of the online travel industry.
The research results show that there are four motivations for users to generate content on online travel platforms, namely: (1) social motivation (2) status and expectation motivation (3) effectiveness motivation (4) perceived ease of use motivation, and personality characteristics. User-generated behavior and level of contribution also play a role. This paper classifies user-generated behaviors into the following categories: browsing behaviors, social behaviors, and contributing behaviors. The final findings of this thesis show that there are certain differences in the motivation of online travel platforms to differentiate user-generated behaviors.
Through in-depth analysis of the system of the virtual travel community, UGC user motivation and behavior to better analyze users’ UGC activities to optimize the organization of network information resources, and facilitate the sharing of information and knowledge, in order to reach both win circumstances with users of the online travel industry.