Research On The Influence Of UGC Community Experience On Prosumers’ Value Co-Creation Behavior

As we enter the new sharing economy era,community marketing is becoming a new trend due to the changing consumption notion.From classical entity community research to Internet-based virtual community research,brand communities,e-commerce groups,and other communities have all benefited from the evolution of community research.The core of the sharing economy is new social and user-generated content(UGC),which is how the UGC community forms.The UGC community platform does not create content;rather,it merely serves as a platform for UGC production and consumption,allowing for full interaction between the two sides and continuous content enrichment to achieve "self-production and self-consumption,production and consumption integration." The UGC community transcends the temporal and spatial bounds of traditional communities by allowing users to share their lives,knowledge,and other original content while also receiving information.The topic of UGC community research has increasingly gained popularity as more and more members of the community transition from the sole role of recipient to the dual role of prosumer.As a result,the research on UGC community experience and prosumer value co-creation in this work has vital practical relevance for improving UGC community organization mode and inventing the operation and management mode of UGC community in addition to theoretical significance.Based on the theoretical research of community marketing and the practical background of sharing economy,this paper mainly studies the relationship between UGC community experience,relationship quality and the value co-creation behavior of prosumer.Can the UGC community experience encourage the prosumer value co-creation behavior? How might its influence and promotion mechanisms be reflected? The research model was developed using social exchange theory,and the independent variable UGC community experience was divided into three dimensions of information experience,entertainment experience and interactive experience,and the relationship quality of the intermediary variable was further divided into two dimensions: relationship satisfaction and relationship trust.442 valid questionnaires were gathered at the same time.The subject of how UGC community experience affects prosumer value co-creation behavior and the mediating function of connection quality was investigated using data collection and empirical analysis using SPSS26.0 and AMOS26.0 software.The results show that:(i)The findings demonstrate that: the information experience,entertainment experience,and interactive experience—the three dimensions of UGC community experience—all have favorable effects on prosumer value co-creation behavior,and the information experience,entertainment experience directly affect prosumer value co-creation behavior;(ii)In UGC community experience,information experience and interactive experience have a positive impact on relationship quality,but entertainment experience has no positive impact on relationship quality;(iii)The two dimensions of relationship quality,relationship satisfaction and relationship trust,can positively affect the prosumer value-co-creation behavior;(iv)Relationship quality plays a full mediating role in the influence of interactive experience on prosumer value co-creation behavior,but only a partial mediating role in the influence of information experience on prosumer value co-creation behavior,and has no discernible mediating role in the influence of entertainment experience on prosumer value co-creation behavior.On the basis of the above research,combined with the current situation of UGC community and the theory of value co-creation,this paper puts forward the following suggestions for UGC community marketing:(i)Enhance the process for information evaluation,raise the standard of UGC community information,and broaden the scope of community information;(ii)Enhance the entertainment experience and interactive awareness of users,the production and consuming activities of the UGC community,and the prosumer’s involvement in value co-creation;(iii)By boosting the interaction stickiness of UGC community members,you may stabilize the community environment,increase the credibility of community information,foster a culture of reciprocity among members,and achieve the high-quality growth of relationships between people and the community.