| With the rapid development of the Internet, Internet users has experienced the web 1.0 with the characteristics of 'contents attracting users, users consuming contents',and web 2.0 with the features of 'users attracting users, users creating contents'. As Internet has been through the stage of content information and the stage of interpersonal interaction, now,it is moving towards the era of Internet services and things. As the intelligent terminals and high-speed wireless networks are popularizing quickly, with the main line of O2O service, Internet has begun its new wave of online and offline integration. The initial form of 020 service is electronic coupon, but in recent years, more and more traditional service industries have realized their O2O mode transformation. The market began to divide itself into vertical areas, like catering industry, tourism, nail polishing industry, domestic service industry, education and taxi-industry.More and more offline parts have realized their online operations, such as online seat selection, online booking and so on. Although products and services provided offline did not change in essence, more user engagement has been added and more User Generated Content (UGC) has been generated. Some of the website on E-commerce platform like'dianping.com' is famous for its User Generated Content's quality and quantity, and it is relying heavily on User Generated Content.However, due to the existence of individual cognitive bias, individuals are more likely to be influenced by the initial information they obtained by the outside world when they are predicting or making decisions, which may cause the anchoring effect. The anchoring effect will affect user's understanding and evaluation of specific product or service, also will influence costumer's offline experience.In order to solve the above problems, this paper takes the E-commerce platform as the object of study, based on the real data of the Beijing business district under 'dianping.com', carries on two sides of research.First of all, to explore the influencing factors of User Generated Content anchoring effect on the E-commerce platform, the research uses the multiple linear regression analysis under the econometrics which is based on real data from 'dianping.com'. Afterwards, based on the obtained anchor error, a hybrid strategy model is constructed to establish the mechanism of minimizing anchoring effect between consumers and online sellers.In the research, it is found that the quality attributes of product or service have a negative impact on the User Generated Content Anchoring effect, the Word of Mouth (WOM) degree has a positive impact on the User Generated Content Anchoring effect, and the initial User Generated Content tendency has a positive impact on the User Generated Content Anchoring effect. According to the profit matrix of the generalized strategy model of equilibrium anchor-deviation between online merchants and users, when online merchants actively promote their products or services online and offline, the income between consumers and sellers will obtain the maximum value, and the effect of repairing bias will be the best under this circumstance. According to the above model, this paper puts forward the internal and external promotion strategy mechanism for the merchant,which can be concluded as four parts, the first part is to enhance the quality of online displayed information, the second part is to improve the quality of offline service and products, the third part is to actively carry out multi-channel promotion with different theme and target, while the last part is to be concerned about user feedback, and improve the online evaluation system.On the basis of this study, this paper analyzes the limitations of the above studies, and prospects for the follow-up study. |
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