移动电商UGC驱动用户感知价值实现路径研究  

Research on realization path of user perceived value driven by UGC in mobile e-commerce market structure

作　　者：蒋良骏[1] 王永 孙道勇[1] Jiang Liangjun;Wang Yong;Sun Daoyong(Business School of Yangzhou Polytechnic Institute,Jiangsu Yangzhou 225127;Jiangsu Deesha Princess cultural creativity Co.,LtdJiangsu Yangzhou 225126)

机构地区：[1]扬州工业职业技术学院商学院,江苏扬州225127 [2]江苏笛莎公主文化创意有限公司,江苏扬州225126

出　　处：《北方经贸》2021年第5期53-56,共4页Northern Economy and Trade

基　　金：2020年江苏高校哲学社会科学研究一般项目(2020SJA2026)。

摘　　要：当前,随着移动电商市场的飞速发展,商业模式不断更新,平台竞争日益激烈,平台上的利益相关者日益多样化。在社交媒体蓬勃发展的时代,传统的依靠广告的电子商务营销模式已经无法满足需要,消费者的购买行为更容易受到在线用户的影响。用户可以通过社交电子商务平台的交互共享机制来生成个性化和差异化的内容并影响自我感知价值。感知价值会影响到用户对于商品的选择,由于社交电子商务的独特交互特性平衡了消费者和商业品牌之间的信息不对称,UGC增强了电子商务平台的信誉基础,扩展了新的电子商务业务模式和推广渠道,因此,探究移动电商市场结构中UGC驱动用户感知价值的实现路径研究显得尤为重要。At present,with the rapid development of mobile e-commerce market,the business model is constantly updated,the platform competition is increasingly fierce,and the stakeholders on the platform are increasingly diversified.In the era of rapid development of social media,the traditional e-commerce marketing mode relying on advertising has been unable to meet the needs,and consumers'purchase behavior is more vulnerable to the influence of online users.Users can generate personalized and differentiated content and influence self perceived value through interactive sharing mechanism of social e-commerce platform.Perceived value will affect users'choice of goods.Due to the unique interactive characteristics of social e-commerce,which balances the information asymmetry between consumers and commercial brands,UGC enhances the reputation foundation of e-commerce platform and expands new e-commerce business models and promotion channels.Therefore,this paper explores the realization path of user perceived value driven by UGC in mobile e-commerce market structure Research is particularly important.

关 键 词：移动电商 UGC 用户感知价值 感知利益 感知成本 

分 类 号：F831[经济管理—金融学]