Abstract: The quality of user-generated content (UGC) has become increasingly prominent, and content governance has become the key behavior for the development of the UGC platform. This paper explores the influencing factors of content governance of the UGC platform, analyzes the influence of different factors on the behavior path of the platform, intermediary, and user, in order to provide decision-making basis for the platform to conduct content governance and explore the “security-development” path. By constructing the trilateral evolutionary game model of “UGC platform-MCN (multi-channel network) agency-head user”, and using the replication dynamic equation analysis and MATLAB software simulation analysis, this paper simulates the strategy evolution path of the tripartite game subject. It is found that penalty cost, governance intensity, management cost of intermediary, traffic loss, and reputation loss have an important impact on the decision behavior of content governance subject. Based on this, this paper proposes some suggestions and measures that are conducive to the tripartite game to evolve to {governance, management, compliance}, in order to promote the more healthy and stable development of the UGC industry.

Key words: content governance, user-generated content （UGC）platform, multi-channel network （MCN）agency, head user, tripartite game

摘要： 用户生成内容（UGC）质量问题日益突显，内容治理成为UGC平台发展的关键行为。研究探索了UGC平台内容治理的影响因素，分析了不同因素对平台、中介机构和用户三方行为路径的影响，为平台开展内容治理、探寻“安全-发展”路径提供决策依据。研究通过构建“UGC平台-MCN机构-头部用户”的三方演化博弈模型，运用复制动态方程分析和MATLAB软件仿真分析，模拟三方博弈主体在内容治理中的策略演化路径。研究发现，惩罚成本和治理强度、中介机构管理成本、流量损失和声誉损失等因素对内容治理主体的决策行为具有重要影响，据此提出有利于博弈主体向{治理，管理，合规}稳定点演化的建议措施，以期促进UGC行业更加健康稳定发展。

关键词: 内容治理, UGC平台, MCN机构, 头部用户, 三方博弈