A Research On The Impact Of Weibo's Perceived Value On Consumer-generated Advertising Behavior

In the era of the rapid development of social media,advertising is no longer the prerogative of enterprises,consumers also began to create their own advertising,that is consumer-generated advertising,CGA.These advertisements clearly convey consumers'attitudes towards business and brand awareness.Related studies show that the way of independent communication of advertising by consumers not only saves the marketing cost,but also is more effective than the way of marketing communication initiated directly by enterprises.Therefore,the marketing value of consumer-generated advertising has gradually been taken seriously by enterprises.Weibo as a platform for information dissemination and direct communication between enterprises and customers must undoubtedly shoulder the responsibility of guiding and supporting consumers to create advertisements for their own brands or products so as to achieve better marketing results.Some scholars have found that the value perception of Weibo will affect consumers' identity to the community and promote their participation behavior.However,there are few researches on the behavior of consumer generated advertising in China at present.Few scholars dabble in the study of the relationship between perceived value and consumer-generated advertising behavior based on the theory of social identity.Therefore,this paper takes community identity as the intermediary,analyzes the relationship between the perceived value of enterprise Weibo and the consumer-generated advertising,in order to enrich the existing theory and provide practical guidance for enterprise social media marketing.Firstly,the paper combs the relevant research,expounds the concepts of perceived value,community identity,consumer generated advertising and their relationship,and based on the scholars' research on virtual community,virtual brand community,social media and so on,combining with the characteristics of Weibo,information value,financial value,social value and entertainment value are taken as the measurement factors of perceiving value,group identity and brand identity as the measurement factors of community identity,contribution behavior and creation behavior as the measurement factors of consumer-generated advertising.Secondly,according to the theory of use and satisfaction and the theory of social identity,this paper constructs the relationship model of the perceived value of enterprise Weibo,community identity and consumer-generated advertising,puts forward the theoretical hypothesis and designs the measurement scale of each variable.The reliability and validity analysis were used to screen the items of the scale and to form the final questionnaire.Finally,based on 320 valid questionnaires,the conceptual model and theoretical hypothesis of the paper are verified by using structural equation model and regression model.The results show that:(1)The financial value,entertainment value and social value in perceived value have a significant positive impact on the contribution behavior and creative behavior of consumers in advertising,among them,the social value owns greatest influence,while the information value has a significant impact on the contribution behavior,but not on the creation behavior,but information value has indirect influence on creative behavior through community identification.(2)Both group identity and brand identity in community identity have a significant impact on the contribution behavior and creation behavior of consumer-generated advertising;(3)Both group identity and brand identity in community identity play an intermediary role in the influence of perceived value on consumer-generated advertising.