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用户生成内容对消费者跨境电商平台行为意向的影响

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  • NETL
  • NSTL
  • 万方数据
摸清用户生成内容的内涵及其对消费者行为意向产生的影响机制,有利于跨境电商平台实施精准的营销策略.通过问卷调查收集数据,基于TAM模型理论实证分析用户生成内容对消费者跨境电商平台行为意向的影响情况.结果显示,用户生成内容的发布者和时效性对消费者跨境电商平台行为意向产生显著正向影响;用户生成内容的专业性对消费者在跨境电商平台上的购买意愿产生显著正向影响;用户生成内容的关注度对跨境电商平台的推荐意愿产生显著正向影响;文字评论类内容对消费者跨境电商平台购买意愿的影响明显小于社交分享类内容产生的影响;同时,高中及以下学历的消费者在跨境电商平台上的行为意向明显低于研究生学历的消费者.因此,为了增强消费者对跨境电商平台的行为意向,作为跨境电商平台,首先,需要充分发挥知名发布者对平台正面宣传与推介的头雁效应,鼓励广大用户适时更新在线内容;其次,善于打造具有专业水准的在线内容,提高在线内容的阅读量和被点赞量;最后,要注重生成社交分享类的在线内容,并着力发布通俗易懂的平台简介与简明的平台交易流程.
Impact of generative user-targeted content on consumers'behavioral intentions on cross-border E-commerce platforms
Figuring out the connotation of generative user-targeted content and its influence mechanism on consumers'behavioral intentions is beneficial for cross-border e-commerce platforms to implement accurate marketing strategies.The author collects data through questionnaires and analyzes the influence of generative user-targeted content on consumers'behavioral intentions on cross-border e-commerce platforms based on the theory of TAM model in an empirical manner.The results from the study are as follows.The publisher and timeliness of generative user-targeted content exert a significant positive impact on consumers'behavioral intentions in cross-border e-commerce platforms.Its professionalism has a significant positive impact on consumers'purchasing intentions on cross-border e-commerce platforms.The attention paid to it has a significantly positive impact on cross-border e-commerce platforms'recommendation intentions.And the impact of textual comments on consumers'cross-border e-commerce platforms purchasing intentions is significantly smaller than that of social sharing content.Meanwhile,the behavioral intentions of consumers with high school education and below on the cross-border e-commerce platforms is significantly lower than that of consumers with postgraduate education.Therefore,consumers'behavioral intentions towards cross-border e-commerce platforms should be enhanced.Firstly,cross-border e-commerce platforms must give full play to the exemplary effect of positive publicity and promotion of the platforms by well-known publishers and encourage the majority of users to update their online content in a timely manner;secondly,it is necessary to be adept at creating online content with a professional standard and increase the number of readers and the number of likes of online content;finally,it is essential to pay attention to the generation of online content of the social sharing type and make great efforts to publish an easy-to-understand introduction of the platforms and concise platform transaction processes.

generative user-targeted contentcross border e-commerce platformsbehavioral intentionsTAM modelindividual characteristics

石洪景

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福建江夏学院经济贸易学院,福建福州 350108

用户生成内容 跨境电商平台 行为意向 TAM模型 个体特征

福建省高等学校杰出青年科研人才培育计划福州市社会科学基金规划重点项目福建江夏学院国家基金培育项目

闽教科[2017]52号2020FZB09JXS2020004

2024

西安电子科技大学学报(社会科学版)
西安电子科技大学

西安电子科技大学学报(社会科学版)

CHSSCD
影响因子：0.35
ISSN：1008-472X
年,卷(期)：2024.34(1)
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