Research On Usage Mechanism Of Take-away Distribution Platform's User-generated Content Based On The ELM Theory

With the development of mobile Internet and the popularization of network community,user-generated content(UGC)has become a valuable information resource in the era of Web 3.0.More and more network platforms are aware of the important role of this information resource,they design a section for users' comments and exchanges to give them discourse power,help the platform fully tap users' needs,and provide users with high-quality content.Owing to take-away distribution mode started late,and the imperfect safety management mechanism of take-away distribution platform makes some profiteers provide false information,which affects consumers' judgment of products and services.Therefore,more and more consumers rely on UGC in take-away distribution platform to make purchasing decisions.However,the quantity of UGC increases sharply in take-away distribution platform has become a new problem faced by consumers in online shopping.Understanding the usage mechanism of take-away distribution platform's UGC is conducive to consumers to obtain valuable information from many content,which is of great significance to consumers' purchase decisions.This paper constructs a research model of UGC adoption in take-away distribution platform based on elaboration likelihood model,aiming at exploring the following questions:(1)What factors affect UGC adoption in the take-away distribution platform;(2)How the central and peripheral routes affect the UGC adoption;(3)To verify the moderation role of community identification.The empirical results show that the central route: completeness,understandability and novelty have a positive impact on user's perception usefulness of the content,and the usefulness of UGC has a positive impact on UGC adoption;in terms of peripheral route,sociality and homogeneity have a positive impact on user's perception credibility of UGC,while the specialty of content generators has no significant impact on the credibility of UGC,and the credibility of UGC has a positive impact on UGC adoption;Community identification has a positive moderating effect between usefulness and content adoption,credibility and content adoption.In theory,the research results enriched the application scope of ELM theory,and it effectively complements the research of UGC usage mechanism in take-away distribution platform,explored the information processing path adopted by UGC,and verified the moderating role of community identity.In practice,understanding the usage mechanism of UGC in take-away distribution platform is conducive to mobilizing the enthusiasm of consumers to participate in the platform,which can make the platform guide the flow of customers and change the flow of customers into cash flow;for vendors in the platform,it is conducive to better satisfy the various needs of customers according to the UGC in the platform,and to provide customers with better service.