CAJ | 학술논문

顾客参与内容创造是顾客创造媒体（consumer．generatedmedia，CGM）发展的基石，对互联网企业和传统企业的发展影响巨大而深远。CGM研究刚刚起步，顾客参与创造的研究有限，而为数不多的群体创造多针对组织、团队，针对顾客群体的甚少。针对蓬勃发展的CGM中顾客参与内容创造的个体研究和群体研究都很缺乏。研究试图在相关研究基础上，从顾客视角，使用动机理论、情绪理论、个体创造力和群体创造理论，科学采用实验、社会网络分析和调查等多种方法，并尝试采用心理学仪器（如近红外等）采集客观数据，对CGM中顾客参与内容创造的个体心理反应、群体创造过程、群体创造方式和环境机制进行深入探索。预期成果将有助于互联网企业建立科学的用户参与网络机制以提高竞争力，有助于传统企业更有效的利用顾客参与进行营销推广、促进销售并建立持久的顾客关系。
고객삼여내용창조시고객창조매체（consumer．generatedmedia，CGM）발전적기석，대호련망기업화전통기업적발전영향거대이심원。CGM연구강강기보，고객삼여창조적연구유한，이위수불다적군체창조다침대조직、단대，침대고객군체적심소。침대봉발발전적CGM중고객삼여내용창조적개체연구화군체연구도흔결핍。연구시도재상관연구기출상，종고객시각，사용동궤이론、정서이론、개체창조력화군체창조이론，과학채용실험、사회망락분석화조사등다충방법，병상시채용심이학의기（여근홍외등）채집객관수거，대CGM중고객삼여내용창조적개체심리반응、군체창조과정、군체창조방식화배경궤제진행심입탐색。예기성과장유조우호련망기업건립과학적용호삼여망락궤제이제고경쟁력，유조우전통기업경유효적이용고객삼여진행영소추엄、촉진소수병건립지구적고객관계。
User-generated content （UGC） is the cornerstone of consumer-generatea meala （CGM）. it nasa great and far-reaching influence on internet companies and traditional enterprises. CGM research has just started, and research on consumer participation in creation is still limited. The few studies about group creation focus on organizations or teams but little on customers. Based on motivation theory, emotion theory, individual creation and group creation theory, this research explores individual psychological reaction, group creation process, group creation mode and environment mechanism of UGC from the customer＇s perspective. The authors use experiment, social network analysis and survey method, at the same time, try to collect objective data by psychological instruments such as Polygraph. The expected results will help internet companies to establish scientific mechanisms of user participation to enhance competitiveness, and help traditional companies to carry out sales promotion and maintain long-term customer relationship by customer participation.