Research On The Impact Of Inappropriate User-generated Content On Customer Rewards

With the diversified development of new media platforms and the strong boost of new technologies,new Internet scenarios are emerging in endlessly,and user-generated content,as an information source,is further guaranteed and has become an important factor affecting live streaming marketing performance.In the context of live streaming marketing,broadcasters can display products to consumers through trial,try-on and other methods.More importantly,consumers can interact with broadcasters in real time through barrage,ect.,which can reduce the perceived risk and uncertainty of consumers,thereby encouraging consumers to buy goods or giving a reward to the broadcasters.However,due to the uncontrollability of user-generated content,there are a lot of problematic barrage emerging in the process of live streaming.During the live streaming,it's common for many broadcasters to be disturbed by malicious fans and even abused.Based on these issues,inappropriate user-generated content has become a topic of common concern for theory and practice,and exploring its impact on customers and governance mechanisms has become a top priority.Based on the existing research,this paper selects inappropriate UGC as the research subject,constructs a framework model of the impact of improper user-generated content on customer rewards,and explores the different mechanism of verbal attacks and unreasonable demands on customer rewards,and at the same time discusses the boundary conditions of the model based on the dual perspectives of the platform and the broadcaster.An empirical study of data from 471 questionnaires across the country found that verbal attacks can significantly negatively affect consumer rewards,while unreasonable demands can significantly positively affect consumer rewards.Trust in the platform,attractiveness of broadcasters and two-way communication play a moderating role in the process that verbal attacks affects consumer rewards,while the moderating roles in the process that unreasonable demands affects consumer rewards are not significant.According to the theory of customer misbehavior,this article classifies inappropriate user-generated content in live streaming barrage.Meanwhile,trust in the platform,attractiveness of broadcasters,two-way communication are introduced as moderating variables to explore the impact of UGC on consumer rewards in the context of live streaming,which enriches related research on user-generated content.The research results can provide theoretical guidance and constructive suggestions for the practice of live streaming marketing and selection of broadcasters.It is helpful for enterprises to have a deeper understanding of the impact mechanism of inappropriate UGC on consumer rewards,and the important role played by trust in the platform and broadcaster attributes in this process,so as to adopt a more effective measure to reduce the negative impact of inappropriate user-generated content,gives full play to the positive role of other people's unreasonable demands,and enhances users' trust in the platform,choose more attractive broadcasters and increase the frequency of two-way communication to maximize customer rewards.