The Research On Influencing Factors Of User Generated Content Adoption In Community E-commerce

In recent years,community e-commerce developes steadily and rapidly and has become an important form of e-commerce in the future.User-generated content(UGC)is so important for the healthy operation of e-commerce communities,and the adoption of UGC in the community directly affects the sales scale in the community e-commerce.This paper studies the characteristics of UGC and the social attributes of information publishers on UGC adoption based on the information adoption model.The main contents and results are as follows:First,the research status of community e-commerce,user-generated content and its adoption behavior is reviewed.Based on the previous research,the research model of UCC adoption in community e-commerce is proposed.Second,crawled the data of UGC from a,pre-processed it,and conducted empirical research design.Third,perform word frequency analysis and mining on the text content to obtain the measure value of content diversity,and prepare for the next empirical study.At last,The multiple regression equations were used to validate the research models and hypotheses,and the degree of influence of each independent variable on different dependent variables was compared.According to the above analysis results,the following suggestions can be summarized:(1)The community e-commerce platform can encourage users to publish high-quality UGC from the aspects of content diversity and text length.(2)Likes and comments have certain interactivity,which is most affected by the social attributes of information publishers.The platform can guide users to generate more social behaviors in the community through promotion methods or setting daily tasks to enhance user stickiness.(3)The motivation for users to collect UGC is mainly to read again.The richer content,the more likely the user needs to read it again,so the content diversity has the greatest impact on the collection.The platform can guide users to publish UGC with more content through design reward mechanism to promote the value of users.