Research On The Influence Of User Generated Content To The Innovative Behavior Of Online Brand Community Members

The innovation of products and services not only come from the enterprises,also from external customers.Among them,online brand community is considered as an important channel for information collection of innovative enterprises.Most businesses regard user generated content as an effective method for building the trust of network market and reducing consumers' perceived risk.And user generated content has important influences on consumers' attitudes and behaviors,most scholars from the view of user generated content itself characteristics(such as the number of user generated content)analyze its impact on consumers and brands;Innovative behavior in recent years has been a hot topic in the research field of organizational behavior,the majority of scholars analyze the effect of individual characteristics(such as personality,self-efficacy),environmental characteristics(such as the type of leadership,organization atmosphere)to innovative behavior from the individual innovation level.Most previous studies divide the relation between user generated content and individual innovative behavior,and the research from perspective of online brand community is still a blank.With the background of online brand community,the main content of this study is user generated content quality impact on innovative behavior of online brand community members,this research uses the literature review and online questionnaire method for the empirical to study it and obtain the following results.First,by reading a large number of literature and combining with the characteristics of consumer generated content,user generated content is divided into the information quality of user generated content and interactive quality of user generated content.Through factor analysis,information quality of user generated content has three measurement indexes,interactive quality of user generated content has four measurement indexes,ties strength has five measurement indexes,the innovative behavior of members has six measurement indexes,and they all have good credibility.Second,on the basis of literature research,the theories of user generated content,trust,perceived risk theory and knowledge sharing,are reasonably integrated and develped to set up the the model of influences of user generated content to the innovative behavior of members of online brand community,by SPSS statistical method,the selection of online community as the research object for several well-known domestic mobile phone brands such as pollen community,millet community,meizu community to verify that the information quality and interactive quality of user generated content has a significant positive effect on innovative behavior of community members,and ties strength works the mediating effect between the two variable,ties strength stimulates innovative behavior of community members,ties strength acts an incomplete mediating role.The end of the third,we discuss the theoretical and practical significance of the research conclusion,summary the deficiency of this study and direction of future research.