Study Of Users Generated Content (UGC) And Its Helpfulness Based On Experience Quality

In the era of the experience economy, the growth of consumer experience awareness and the development of network information technology convert consumers’ purchasing behavior from AIDA mode to SICAS mode, thus enhance consumers’participation, ability of information acquisition and discourse power. Consumers involve more deeply that the customer experience has permeated into multiple segments of the value chain, such as information search, independent choice, connect&communication, shopping experience, experience sharing and collaborative creation. Accordingly, for product providers,’experience’ converts from promotion (e.g. product trial) to independent economic offering gradually, which profoundly affects the value delivery of new purchasing behavior mode. And consumers’abilities of information acquisition and discourse power have been improved by deepened internet decentration. Thereby, social relationship and content production mode have been changed. Among the multitudinous, various, low-density and high-value data, the User Generated Content (UGC) from personal experience is more appropriate because of its reality, reliability, vitality and affinity. UCG not only remits the internal cognitive load, desire expression and emotional fluctuation, but also influence external brand attitudes and purchase behaviors of customers. Therefore, this study will focus on new connotation and form of experience value, quality and effect, which caused by the consumer behavior mode changes, in particular, explore the effectiveness of the experience generated content and the realization route of external effect.Take experience quality and the corresponding UGC as research objects, the paper mainly includes the following three parts. Firstly, use the theories and research results of cognitive psychology, experience economy, experience quality for reference, this study combings, summarizes the dimensions and influence factors of experience quality which have an impact on the generation motivation and UGC’s helpfulness. Then, based on the Hovland communication and persuasion theory, cognitive fit theory and SICAS model, the paper concludes the psychological and behavioral characteristics of UGC’s reception and creation, puts forward five features of helpfulness, and establishes the preliminary theoretical analytical framework with experience quality as a main course. Secondly, taking industrial tourism as an example, according to the data of387questionnaires,162experimental results and47interview materials collected from questionnaire survey, scenario-simulated experiments and Q method interviews, researcher uses the correlation analysis, exploratory factor analysis, sobel test to verify the mediating role of experience quality between experience participation and effect realization, as well as its impact on UGC’s helpfulness. And then, a fuzzy neural network prediction model is established to early estimate the helpfulness. Then, t test is used to contrast the experimental results of quality, helpfulness and effects. In addation, data from interview are counted for trying to find other influence features. Thirdly, the study proposes an experience management model named E-SENSE on the basis of research outcomes. Around the key elements of the experience value chain, the experience management, customer relationship management and content marketing are better to be able to combine. And the basic principles of designing, process controlling and content generating efficiency should get more attention.The contributions of this paper are reflected in three aspects. Firstly, the paper not only verifies the coordinative intermediary role of experience quality, but establishes the theoretical analytical framework of UGC’s helpfulness based on the intimate experience. Internal factors are conceptualized as involvement factors, with the contribution related to the absorption and understanding, including outcome focus, behaviors, peace-of-mind and thoughts. External influencing factors mean interference factors, which include perceived service, associated group, as well as the professional and unique products. Marketing significance means the customers’ satisfaction, loyalty, purchasing decision of related brand. Compared to traditional product or service, experience quality with impressive, articulate and emotional dimensions seems be more helpful to improve UGC’s impact in each of these respects:reliable sources, knowledge, numbers, brand placement and emotional tendencies. The second is to verify the intermediary regulating effects of experience quality between experience participation and experience effect. According to the data, the mediation effect is43.6%when the involvement factors make positive effect on helpfulness through experience quality; the mediation effect is37.5%when the interference factors make internal positive effect through experience quality; And yet the mediation effect is only9.9%between interference factors and helpfulness, meanwhile the mediation effect is only13.1%between involvement factors and internal effect, both of which are relatively weak. Moreover, the study finds that the increase of internal effect can improve helpfulness. The result of experiment shows that adjusting the expected outcome of involvement factors would cause a significant change of helpfulness while the changes of experience quality and internal effect are not obvious; Respectively regulating the cognitive conditions of involvement factors or the service factors of interference factors would causes significantly different results of experience quality and helpfulness; Adjusting the product factors of interference factors leads to significant change of experience quality. Thirdly, the study comes up with an optimization model to improve the experience management and enhance the UGC’s helpfulness. And the core purpose of E-SENSE is to achieve a all-sided high experience quality(S-E-N) and promote the realization of comprehensive effects(S-E).The multifaceted significances of the study are mainly in three respects. Firstly, discusses and analyses existing academic views related to experience quality and UGC, and then, on the basis of the contrastive analysis, the paper gives an updated definition of connotation, helpfulness features, three dimensions of experience quality, as well as the specific meaning of comprehensive effects. All of them are conducive to understand the essence and inherent law of relationships between experience quality and UGC’s helpfulness. Secondly, based on the cognitive psychology. SICAS model and communication and persuasion theory, the study explores the inner relationship between generating motive, five helpfulness features and three experience quality dimensions, which seems more in line with the development trend of experience participation or sharing patterns, promoting the expansion of vision field and the improvement of research methods. Thirdly, E-SENSE gives feasible advices for guiding experience participation, optimizing the experience design, improving the process control during such an implementation, in order to increase the efficiency of UGC generating behavior and enhance the impact on other consumer’s attitude and decision making.The innovation of this study is mainly manifested in the following three aspects. Firstly, The study uses questionnaire survey, scenario-simulated experiment and Q method from the view angles of horizontal comparison, longitudinal comparison and contact analysis, improving the applicability and combining ability of qualitative and quantitative methods in such kind of research to a certain extent. Other influence factories are found from the Q method interviews, such as presentation style, self-consistency and knowledge. By observing, recording, interviewing in the real circumstances along the whole process, the analysis seems more persuasive and comprehensive. Secondly, joy, interests and emotions should be recognized as some of the outcomes or one section of experience quality instead of the measure index. The three dimensions are supposed to be more suitable for describing the influence effect of experience quality to UGC’s helpfulness. Thirdly, aiming to assist enterprise marketing promotion, the study proposes the correspondence relationship between receiving motivation, UGC’s helpfulness and three dimensions of experience quality, then establishes a prediction model for measuring the UGC’s helpfulness. This kind of modeling solutions are supposed to be more suitable for explaining the motivation and influence factors than the static study that focus on experiencer or product in the past.This study strives to be scientific, precise and innovative in process of method design, investigation and data processing. However, because of limit of objective conditions such as time, personnel and data acquisition, there are still some inadequacies. Data collection problem mainly reflects in the lacking of sharing tracking, inaccuracy of artificial sifting and evaluation, and inadequacy of objects coverage. Conclusion promotion refers to that the conclusion is applicable to many types of consumer experience, especially for the target of the brand promotion and satisfaction. Nevertheless, if used in consumer experience in special environment for specific target, analysis and verification should be carried out according to the specific situation. In addition to the influence factors discussed in this study, the helpfulness may also be influenced by various factors such as social behavior change, public opinion trend and hot topic, etc.