Abstract:

User-generated content (UGC) is the cornerstone of consumer-generated media (CGM). It has a 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.

Key words: user-generated content, consumer-generated media, group creation, Regulatory Focuses Theory