社交电商平台扶持政策对初期UGC创作者创作行为与变现的影响——以抖音为例

The Impact of Social E-Commerce Platform Support Policies on the Creative Behaviors and Monetization of Early UGC Creators—A Case Study of TikTok

摘要: 随着短视频平台和社交电商的快速发展，初期UGC创作者成为内容生态和电商商业链条的重要力量。本文以抖音平台扶持政策为研究对象，结合政策文本分析与理论推演，探讨不同政策对初期创作者的创作行为、内容优化策略及潜在变现能力的影响。研究发现，无门槛政策降低参与门槛，鼓励初期创作者尝试内容策略；高门槛政策提升创作者内容质量和专业性；等级任务和活动挑战制度化创作者行为，增加互动率和参与度，从而间接推动其变现能力的形成。然而，政策仍存在门槛较高、参与机会有限及创新空间受限等局限，为政策优化提供参考。本文为平台优化扶持政策、提升创作者参与积极性和内容质量，以及构建可持续的社交电商生态提供理论和实践依据。

Abstract: With the rapid development of short-video platforms and social e-commerce, early-stage UGC creators have emerged as a vital force in content ecosystems and e-commerce alue chains. This paper focuses on the support policies of the TikTok platform, employing a combination of policy text analysis and theoretical deduction to investigate the impact of different policies on the creativors, content optimization strategies, and potential monetization capabilities of early-stage creators. The study reveals that low-threshold policies lower entry barriers, encouraging early-stage creators to experiment with content strategy; high-threshold policies enhance the quality and professionalism of creator content; and tiered task systems and challenge activities institutionalize creator behavior, increasing interaction rates and participation, thereby indirectly fostering the formation of their monetization capabilities. However, current policies are subject to limitations such as high thresholds, limited participation opportunities, and restricted innovation space, providing insights for policy optimization. This theoretical and practical foundations for platforms to refine support policies, boost creator engagement and content quality, and establish a sustainable social e-commerce ecosystem.