【作者】 曹霞；

【导师】 杨智；

【作者基本信息】 湖南大学 ， 工商管理， 2024， 博士

【摘要】 国家《“十四五”数字经济发展规划》提出的新个体经济为个体创作者提供了利用在线内容贡献行为创造经济价值的新机会。尽管这一趋势为创作者带来了拓展社会影响力和获得经济回报的可能,但是许多创作者仍然在如何有效地运用自身特征来管理和优化内容上存在困惑。因此,理解创作者的在线内容贡献行为规律,对于激发更多个体参与以及推动新个体经济的持续发展具有重要意义。新个体经济中的创作者为获得稳定的经济回报,其在线内容贡献行为表现出鲜明的序列性特征。这种连续的序列行为模式使每次行为决策都成为有意识、有目的和有计划的策略,突显了选择一致性与差异性策略的重要性。具体来说,一致性策略是指创作者在特定领域或风格内持续产出内容。例如,罗翔老师在B站坚持发布法律知识相关视频,赢得了近3000万观众的支持。而差异性策略则涉及探索多样化的内容类型。Papi酱就是这一策略的典型,她通过不断变换内容主题,使其个人品牌价值超过3亿元。那么,是什么驱动了一些创作者坚持一致性,而其他人选择差异性策略?不同在线内容贡献行为策略如何影响内容绩效?现有研究中广泛探讨了在线内容贡献行为的内涵、产生的前因和后果,但现有研究结论中缺乏对新个体经济中内容创作者的序列性行为决策的解释。首先,研究主题方面,现有研究大多聚焦于互联网早期的免费内容贡献,缺乏对新个体经济中有偿内容贡献行为的研究,这一局限制约了对新个体经济中的在线内容贡献行为规律的全面理解。其次,研究视角方面,现有研究多从行为整体和行为构成要素两个视角进行剖析,但在行为过程,特别是行为序列化过程中的一致性和差异性策略方面的研究较为缺乏。再次,行为前因方面,现有研究主要从个体动机和外部激励等方面探讨在线内容贡献行为的前因,但往往忽视了社会权力对在线内容贡献行为影响的关键作用。作为信息密集且高度社交的在线活动,内容贡献行为深受数字化社交环境的影响。这种环境不仅增强了社交关联性,也产生了显著的社会权力差异,尤其是社会权力中专业权力和网络权力都显著影响创作者的行为模式。最后,行为后果方面,现有研究主要集中于在线内容贡献行为对消费者参与和企业绩效的影响,未充分探讨在线内容贡献行为如何为创作者本身带来价值回报,这一研究局限忽视了创作者在内容价值创造和获取过程中的关键角色。综上,本研究将重点关注数字内容平台上的创作者,从行为过程的视角聚焦于创作者的在线内容贡献行为策略,探讨一致性和差异性策略的社会权力动因,并深入探索不同策略带来的绩效差异。以创作者在线内容贡献行为策略为核心,结合最优区分理论、社会权力理论和社会交换理论,本文首先探索在线内容贡献行为策略如何受到社会权力的驱动影响,其次探讨内容贡献行为一致性和差异性策略对内容销售和内容满意度的影响,并考虑了内容价值信号和关系价值信号的调节作用。基于中国某大型原创知识内容平台,本文获得了内容创作者信息数据、内容贡献行为数据和内容交易面板数据,采用Heckman两阶段选择模型、工具变量法、固定效应模型和前沿的Oster检验等多种计量方法,以及结合行为实验方法,最终得出以下结论:第一,揭示了在线内容贡献行为策略如何受到创作者的专业权力和网络权力的差异化影响,以及验证了权威感和自主感的中介机制。具体来说,拥有高专业权力的创作者通常感受到更高的权威感,因此更倾向于选择一致性策略;而拥有高网络权力的创作者则感受到更高的自主感,因此更倾向于选择差异性策略。第二,发现了在线内容贡献行为策略对内容销售的显著影响。具体来说,相对于一致性策略,差异性策略对内容销售有负面影响。就内容价值信号来说,内容价格会减弱差异性策略对内容销售的负面影响而创作者声誉会加强该负向影响。在关系价值信号的调节作用中,交易关系减弱差异性策略对内容销售的负面影响。第三,验证了在线内容贡献行为策略对内容满意度的显著影响。具体来说,相对于一致性策略,差异性策略对内容满意度有负面影响。在内容价值信号的调节作用中,内容定价减弱该负面影响。而在关系价值信号的调节作用中,交易关系加强差异性策略对内容满意度的负向影响而共有关系减弱该负面影响。本研究具有以下理论贡献:(1)聚焦于新个体经济中的在线内容贡献行为策略,构建了以创作者在线内容贡献行为策略作为核心的前因后果框架,增加了对内容贡献行为一致性策略和差异性策略前因后果的理解。(2)从行为过程视角,识别出专业权力和网络权力作为在线内容贡献行为策略的新驱动因素,为在线内容贡献行为领域的研究提供了新视角,也加深了对数字内容平台背景下社会权力作用的理解。(3)揭示了“差异性策略悖论”,发现了网络权力高的创作者更倾向于选择在线内容贡献行为差异性策略,但该策略相对于一致性策略会带来更低的内容销售和内容满意度。该悖论的发现为创作者在线内容贡献行为决策提供了新思路。(4)明确了内容价值信号和关系价值信号在调节内容贡献行为策略与内容销售及内容满意度之间关系方面的差异化作用,进一步丰富了对在线内容贡献行为策略如何与不同情境因素共同影响内容绩效的理解。本文的研究结论为创作者如何设计与优化其在线内容贡献行为决策,从而最大化提升内容销售和内容满意度方面提供了理论依据和实践指导。这些结论不仅有助于创作者在新个体经济中获取经济回报和社会回报,还为新个体经济的持续和高质量发展提供了理论参考。更多还原

【Abstract】 The national“14th Five-Year Plan for Digital Economy Development”proposes the new individual economy,which provides new opportunities for individual creators to create economic value by using online content contribution behavior.While this trend offers the potential to expand social influence and gain economic returns,many creators still struggle with effectively leveraging their unique characteristics to manage and optimize content.Therefore,understanding the behavioral rules of creators’online content contribution is crucial for encouraging broader individual participation and fostering the sustainable growth of the new individual economy.In the new individual economy,creators exhibit distinctive sequential characteristics in their online content contribution behaviors to secure stable economic returns.This continuous sequence of behaviors ensures that each decision is made deliberately,purposefully,and strategically,highlighting the importance of choosing between consistency and differentiation strategies.A consistency strategy involves creators continually producing content within a specific field or style.An example is Luo Xiang,who consistently posts videos about legal knowledge on Bilibili,attracting nearly 30 million viewers.Conversely,a differentiation strategy involves exploring diverse content types.Papi Jiang exemplifies this approach by continuously shifting her content themes,which has significantly enhanced her personal brand value to over300 million yuan.What drives some creators to adhere to consistency,while others opt for differentiation strategy?How do different behavioral strategies impact their content performance?While existing research has extensively explored the nature,antecedents,and consequences of online content contribution behaviors,yet there is a notable lack of explanation for the sequential decision-making behaviors of content creators within the new individual economy.Firstly,in terms of research themes,most existing studies focus on the early internet era of free content contribution,with insufficient exploration of compensated content contribution behaviors in the new individual economy,limiting a comprehensive understanding of online content contribution behaviors in this context.Secondly,from the perspective of research viewpoints,while existing studies analyze behaviors from holistic and component perspectives,there is a scarcity of research on consistency and differentiation strategies within the sequential process of behaviors.Furthermore,in terms of behavioral antecedents,existing research predominantly explores the causes of online content contribution from individual motivations and external incentives,often overlooking the crucial role of social power in influencing online content contribution behaviors.As an information-intensive and highly social online activity,content contribution behaviors are profoundly affected by the digital social environment.This environment not only enhances social connectivity but also creates significant social power differences,particularly the impacts of professional power and network power on creators’behavioral patterns.Lastly,concerning behavioral consequences,existing studies primarily focus on the impacts of online content contribution on consumer engagement and corporate performance,without adequately exploring how these behaviors generate value returns for the creators themselves,thus neglecting the critical role of creators in the process of content value creation and acquisition.Therefore,this study will focus on creators on digital content platforms,concentrate on creators’online content contribution behavior strategies from the process perspective,explore the social power motivations behind consistency and differentiation strategies,and delve into the performance differences these strategies produce.This study constructs an antecedent and consequences framework anchored in creators’online content contribution behavior strategy.Combining the optimal differentiation theory,social power theory and social exchange theory,this paper first explores how online content contribution behavior strategies are influenced by social power.Subsequently,it examines the impact of consistency and differentiation strategies on content sales and content satisfaction.It also considers the moderating roles of content value signals and relationship value signals.Utilizing data from a large original content knowledge platform in China,this study obtained data on content creators,content contribution behaviors,and content transaction panels.Employing various econometric methods such as the Heckman two-stage selection model,instrumental variable techniques,fixed effects models,and the cutting-edge Oster test,as well as incorporating behavioral experimental methods,the study ultimately concludes the following:Firstly,it reveals how online content contribution behavior strategies are differentially influenced by creators’expert power and network power,and it validates the mediating mechanisms of sense of authority and perceived autonomy.Specifically,creators with high expert power typically experience a heightened sense of authority,thus they are more likely to choose consistency strategies;whereas creators with high network power have a high perceived autonomy,leading them to prefer differentiation strategies.Secondly,the study identified a significant impact of online content contribution behavior strategies on content sales.Specifically,compared to consistency strategies,differentiation strategies have a negative effect on content sales.Regarding content value signals,the price of content weakens the negative impact of differentiation strategies on content sales,while creator reputation strengthens this negative effect.transactional relationships attenuate the negative impact of differentiation strategies on content sales.Thirdly,the research validated the significant influence of online content contribution behavior strategies on content satisfaction.Specifically,compared to consistency strategies,differentiation strategies negatively affect content satisfaction.Within the moderating role of content value signals,content price reduces this negative impact.However,concerning the moderating role of relationship value signals,transactional relationships intensify the negative impact of differentiation strategies on content satisfaction,while communal relationships weaken this negative impact.This study offers several novel contributions as follows:(1)Focusing on the content contribution behavior in the new individual economy,this paper constructs the antecedents and consequences framework with the creators’online content contribution behavior strategy as the core and increases the understanding of the antecedents and consequences of the content contribution behavior consistency strategy and the difference strategy.(2)Adopting a process-oriented perspective,the study introduces two strategies—consistency and differentiation—in content contribution behaviors and identifies expert power and network power as new driving forces for these strategies.This not only provides a fresh lens for research in the domain of content contribution behaviors,but also deepens our understanding of the role of social power in the context of digital content platforms.(3)Approaching the issue from the perspective of content creators themselves,the study uncovers a"Content Contribution Differentiation Paradox."It finds that content creators with higher social power are more inclined to choose a differentiation strategy,even though this strategy results in lower content sales and satisfaction compared to a consistency strategy.This paradoxical finding adds a new dimension to our understanding of content creators’decision-making in content contribution.(4)The study elucidates the differential roles of content value signals and relationship value signals in moderating the relationships between content contribution strategies and both content sales and content satisfaction,thereby enriching our understanding of how different situational factors jointly influence content performance.The conclusions of this study provide theoretical and practical guidance for creators on how to design and optimize their online content contribution behavior decisions to maximize improvements in content sales and content satisfaction.These findings not only help creators in the new individual economy to achieve economic and social returns,but also offer theoretical insights for the sustainable and high-quality development of the new individual economy.更多还原