The Influence Mechanism Of Ugc On Online Purchase Under Two-sided Platform Environment

In recent years,with the deep application of internet information technology in industry practice,internet economy represented by online trasaction rise rapidly.Network platforms which provide a series of service mechanism and attract kinds of complementary enterprise to interact have got much attention.In the meantime,driven by Web2.0 technology,consumers can also become part of the e-commerce platform through particiapation,interact and creat content,thus lead to the support information of online purchasing demand turned from product internal elements to user-generated content(UGC)emerged on the platform,as a result,e-commerce platfoms are taking an evolution into social e-commerce.UGC is playing an increasingly important role for consumers,sellers and platform enterprises.However,the academic research ot answer UGC influence mechanism is still not sufficient,there is an urgent need to explore the new mechanisms and new laws the influence of UGC on online purchasing in this ever-changing market,and provide reference frame and practical recommendations on customer relationship and marketing competitiveness to online sellers,platform enterprises,and traditional enterprises under transformation accordingly.From the percpective of two-sided platform analysis integrated with RBV,driven by theories,this study explored the influence mechanism of UGC on online purchase in two-sided platform based on behavior-oriented and technology-oriented research methodology.Specifically,this study mainlysolve the following 4 questions:Firstly,based on two-sided market theory,this study characterized the micro-structure of the online marketplace through theoretical summary and typical case analysis,and explored the user value realization path driven by UGC,from which we located the changes of consumers,sellers and platform corporate behavior in UGC influencing process under two-sided platform market structure.Accordingly,we proposed the framework of UGC influence mechanism in consumer groups,seller interactions and the platform management.Secondly,this study investigated social interaction within the consumer group.Consumers generate and pass UGC trhough social network,thus stimulate individual purchase intention.Using the network data from cross-border social e-commerce platform in China and SEM analysis,the results show that UGC affect purchasing behavior through informative and normative social influence.reciprocity and trust have a more significant positive effect and informational influence,while common languge,vision and goals affect normative influence.Social structure has a moderating effect on the relationship between UGC and purchase intention,which means the higher the centrality and relationship strength of network,the stronger the effect of UGCon purchase intention.In addition,we consider the process of interaction between sellers and consumers:(1)As external marketing element,UGC affect market performance with seller internal strategies,and consumers cognition to B2C and C2C is significant different,therefore,this study explored the question through network data captured and found that,review volume and rating varience has a stimulating effect of sales,while promotion strenghth and website richness still works,but review valence,depth and the face value of conpons are not positively related to performance as expected.Seller type has a direct effect on sales,while the marketing strategy and user reviews are all heterogeneous between individual and business sellers.Moreover,seller types has a moderating effect on the relationship between review and sales,which indicates volume effect is stronger to business sellers,calence and depth have effect to individual sellers,but not significant to business sellers.(2)In addition to the common marketing strategy,seller feedback has an interactive effect with UGC as a new strategy.With website development and test research employed,this study found the diffenrence of reviews can weaken.self-efficiency and trust to sellers,which results in a lower purchase intention,and managerial feedback can not only promoted self-efficiency and seller trsut,but also moderate the negative effect of review difference.Attribution feedbackis more effective for product negative review,while while compensation feedbackis stronger ro service negative review.What's more,in addition to promote sales directly,strong brand will strenghthen the moderating effect of attribution feedback on product reviews,but will weaken the moderating effect of compensation feedback on service reviews.At Last,UGC has become an important resource for e-commerce platform value co-creation,platform corporate manage behavior will change accordingly,which will influence consumer purchase decisions.With the concept of stickiness introduced,this study focused on UGC common quality problem,constructed a model of UGC information quality,interaction quality,platform CSP,platform stickiness and trasction intention,and then explore the technological magement influence on UGC quality.Using a network investigation to 8 tourism e-commerce enterprises,it is proved that:platform stickiness is the mediating variable of UGC quality on transaction intention,and information quality can also increase the interaction quality to promote platform sticiness.However,not every platform can benefit from UGC quality,under the online transaction risk environment,the UGC effect is moderated by platform enterprise's social performance.When the platform enterprise corporate social performance(CSP)is low,UGC quality,especially the quality of interaction's positive effect will be significantly weakened.In the meantime,platform technology mechanism plays asignificant role in UGC-trasaction dynamic mechanism,prestige,awards and incentives has positive effect on information quality,while offline activities and provide incentives has effect on the quality of interaction.