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首页> 外文期刊>Journal of electronic commerce research >THE EFFECT OF USER-GENERATED CONTENT QUALITY ON BRAND ENGAGEMENT: THE MEDIATING ROLE OF FUNCTIONAL AND EMOTIONAL VALUES
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THE EFFECT OF USER-GENERATED CONTENT QUALITY ON BRAND ENGAGEMENT: THE MEDIATING ROLE OF FUNCTIONAL AND EMOTIONAL VALUES

机译：用户生成的内容质量对品牌参与度的影响：功能和情感价值的中介作用

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摘要

User-generated content (UGC) and online customers' brand engagement are gaining popularity and becoming essential tools in improving the online business. Considering its growing importance, the present research aims to examine the indirect effect of UGC quality on online customers' brand engagement through UGC's functional and emotional values in a non-Western culture. Data were collected using an online survey which yielded 242 useable responses which were then analysed using Partial Least Squares - Structural Equation Modelling (PLS-SEM). Findings revealed that, content and technical quality of UGC have significant effects on UGC's functional and emotional values. Moreover, functional and emotional values exert positive and significant effects on customers' brand engagement. Contrary to the expectations, the design quality of UGC has no direct effect on UGC values nor an indirect effect on customers' brand engagement. The findings of this research provide valuable insights to the managers about what they need to prioritise in regard to increase online customers' brand engagement. This study contributes significantly to the body of knowledge by developing and empirically testing research model connecting to UGC quality with UGC values and customer's brand engagement within the Asian context.
机译：用户生成的内容（UGC）和在线客户的品牌参与度越来越受欢迎，并成为改善在线业务的重要工具。考虑到其日益增长的重要性，本研究旨在通过非西方文化中的UGC的功能和情感价值来检验UGC质量对在线客户品牌参与度的间接影响。使用在线调查收集数据，产生242个可用响应，然后使用偏最小二乘-结构方程模型（PLS-SEM）进行分析。研究结果表明，教资会的内容和技术质量对教资会的功能和情感价值有重大影响。此外，功能和情感价值对客户的品牌参与度具有积极而重要的影响。与期望相反，UGC的设计质量既不直接影响UGC的价值，也不间接影响客户的品牌参与度。这项研究的结果为经理们提供了宝贵的见解，帮助他们了解需要优先考虑哪些方面以提高在线客户的品牌参与度。这项研究通过开发和对与UGC质量，UGC价值观和客户在亚洲范围内的品牌参与度相关的研究模型进行开发和经验测试，为知识体系做出了重大贡献。

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  • 来源
    《Journal of electronic commerce research》 |2020年第1期|39-55|共17页
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  • 作者单位

    Qatar Univ Coll Business & Econ Dept Management & Mkt Doha Qatar;

    Univ Teknol Malaysia Int Business Sch Jalan Sultan Yahya Petra Kuala Lumpur 54100 Malaysia;

    Univ Sains Malaysia Sch Management Gelugor 11800 Penang Malaysia;

    Jordan Univ Sci & Technol Fac Med Dept Hlth Management & Policy Ar Ramtha 3030 Ar Ramtha Jordan;

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  • 正文语种 eng
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  • 关键词

    User-generated content; Functional value; Emotional value; Online customers' brand engagement;

    机译：用户生成内容;功能价值;情感价值;在线客户的品牌参与度;

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