The Effects of User-generated Content and Firm-generated Content on Consumer's Click-through Intention in China
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Purpose: This study compared the effects of user-generated content (UGC), firm-generated content (FGC) on consumer's click-through intention. The mediating effects of perceived credibility and perceived entertainment were examined. Based on the big five model, this study also explored the moderating role of personality traits (extraversion, conscientiousness, openness, agreeableness, neuroticism). Composition/Logic: This research consists of five parts. The first part is the introduction of research background and research purpose. The second part is the extension of theoretical background and hypotheses. The third part explains the proposed conceptual model and methodology. The forth part describes the basic descriptive statistical analysis performed and the hypothesis verification results of this study. The last part is the discussion of findings, theoretical and managerial implications, as well as the research limitations and directions for future research. Findings: UGC proves to have greater effect on consumer's click-through intention than FGC. Perceived credibility and perceived entertainment serve as mediators between FGC, UGC and consumer's click-through intention. These findings enrich the literature of social media content. The results of moderating effect showed that compared to those with high-level of conscientiousness, when consumer's conscientiousness is in low-levels, UGC has a greater effect on perceived entertainment than FGC. And compared to those with high-level of neuroticism, when consumer's neuroticism is in low-levels, UGC has a greater effect on perceived credibility than FGC. This provides academic support for exploring the effects of personality traits in social media researches. Originality/Value: This study will contribute to the future researches of user-generated content and firm-generated content and provide guidelines for practitioners.
Abstract
Purpose: This study compared the effects of user-generated content (UGC), firm-generated content (FGC) on consumer's click-through intention. The mediating effects of perceived credibility and perceived entertainment were examined. Based on the big five model, this study also explored the moderating role of personality traits (extraversion, conscientiousness, openness, agreeableness, neuroticism). Composition/Logic: This research consists of five parts. The first part is the introduction of research background and research purpose. The second part is the extension of theoretical background and hypotheses. The third part explains the proposed conceptual model and methodology. The forth part describes the basic descriptive statistical analysis performed and the hypothesis verification results of this study. The last part is the discussion of findings, theoretical and managerial implications, as well as the research limitations and directions for future research. Findings: UGC proves to have greater effect on consumer's click-through intention than FGC. Perceived credibility and perceived entertainment serve as mediators between FGC, UGC and consumer's click-through intention. These findings enrich the literature of social media content. The results of moderating effect showed that compared to those with high-level of conscientiousness, when consumer's conscientiousness is in low-levels, UGC has a greater effect on perceived entertainment than FGC. And compared to those with high-level of neuroticism, when consumer's neuroticism is in low-levels, UGC has a greater effect on perceived credibility than FGC. This provides academic support for exploring the effects of personality traits in social media researches. Originality/Value: This study will contribute to the future researches of user-generated content and firm-generated content and provide guidelines for practitioners.
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