依恋理论视角下用户在线评论信息生成动力机制

目的/意义]用户投入真情实感所撰写的评论更加具有参考与借鉴价值,从依恋理论的视角探究用户生成在线评论信息的动力机制,为提高用户生成内容质量提供新的理论思路,对从信息源视角实现用户评论信息与用户生成内容的优化管理具有借鉴指导意义。方法/过程]结合依恋理论、用户生成理论等相关理论研究,以用户依恋作为内驱动力,探讨用户生成在线评论信息的动力来源与动力结构,分析依恋对用户生成在线评论信息的驱动方式、驱动过程以及影响用户生成在线评论信息的依恋驱动因素。结果/结论]认为用户表达自我、实现自我、愉悦自我是生成在线评论信息的内在动力来源,用户依恋对其生成在线评论信息存在导向驱动、激励驱动与调节驱动等3种驱动方式。影响用户生成在线评论信息的依恋驱动因素主要包括用户情感依恋因素与认知依恋因素,激发用户情感依恋与认知依恋的深层认同是优化用户生成评论的重要途径。

Research on the Dynamic Mechanism of User Generated Online Review from the Perspective of Attachment Theory

Purpose/significance] It has great value to generate online review with full of emotion. Ascertaining exactly the dynamic mechanism of user generated online review from the perspective of attachment theory can provide new theoretical ideas to promote and optimize user generated content from information sources.Method/process] According to the relevant theory, this paper expounds the internal power, mode, process and influencing factors of attachment driving user generated online review.Result/conclusion] Self-expression, self-realization and self-enjoyment are the internal power of user generated online review. The user generated online review can be driven by three ways:directive driving, incentive driving and moderate driving. Emotion attachment and cognition attachment are the key factors influencing the user generated online review.