CAJ | 학술논문

用户生成内容对在线社区的发展和持续使用至关重要，用户是否愿意生成内容受多种因素的影响。本文以微博用户为调查对象，采用结构方程建模方法进行实证分析，研究发现感知娱乐性、预期互惠关系和主观规范对用户生成意愿存在显著影响。本文的研究将有助于在线社区的持续发展。
용호생성내용대재선사구적발전화지속사용지관중요，용호시부원의생성내용수다충인소적영향。본문이미박용호위조사대상，채용결구방정건모방법진행실증분석，연구발현감지오악성、예기호혜관계화주관규범대용호생성의원존재현저영향。본문적연구장유조우재선사구적지속발전。
User-Generated Content plays an important role during the continuous use of the online commu- nity. The intention that users choose whether to generate content is affected by multiple factors. This article chooses microblog users as the respondent, use the method of structural equation modeling for empirical a- nalysis. It turns out that the perceived playfulness, anticipated reciprocal relationship and subjective norm show significant influence to the users＇ generating intention. This study will contribute to the sustainable de- velopment of the online community.