Research On UGC Behavior Of Socialized E-commerce From The Perspective Of Co-operate Value

With the upgrading of consumption,the role of consumers from passive acceptance into active participation.Based on the perspective of value creation,this paper takes Dian Ping as an example to study the user generation behavior in the socialized e-commerce.After reviewing the literature of value creation and user generated content,the author analyzes the characteristics and ecology of user generated content in Dian Ping through case studies.Found Dian Ping build a mutual benefit and mutual restraint,interlocking experience network,with its perfect grade system,VIP system,identity medal,label records and data management,to greatly enhance the user generated content and the use of platform stickiness.In this paper,the S-O-R model is used to construct the theoretical model of the socialized e-commerce and to make an empirical study on the content of user generation.The research results show that by using experience and business platform brand experience constitute the external network can experience,behavior intention of the internal demand of consumers and user generated content positive effect,and the internal demand of consumers can be satisfied,user generated content behavior intention is more strongger.Based on this conclusion,the author proposes that in the context of value creation,the platform improves the usability and usefulness,improves the authenticity of the review,and protects the personal privacy of the users.Businesses should take products as king,create better brand experience for consumers,provide users with opportunities to dialogue with brands at low cost,encourage value creation and make greater contribution to value creation.So as to improve the ability of enterprise to make dynamic and sustainable value creation.