Abstract
Purpose: The purpose of this paper is to investigate the adoption model of user-generated content in Web 2.0 Internet environment. The author hopes to verify the quality of user-user interaction, and test the influence of such interaction on users’ perceived usefulness and adoption willingness. Design/Methodology/Approach: The influence of user generated content on e-commerce websites has been addressed in both practical and theoretical fields. This study focuses on the connotation of prosumption behavior and the quality of user-user interaction through qualitative research. It clarifies the mechanism of user interaction and counterproductive behavior in the Web 2.0 Internet platform for those from the double process theory perspective of Elaboration Likelihood Model (ELM). This study has investigated quantitatively. The authors used structural equations modeling on 58 users (21 offline and 37 online users of book.douban). Findings: Firstly, the results emphasized the effect of user-user interaction quality on user information usefulness and information willingness. In addition, the research results also proved that users’ perceived usefulness of UGC information and the willingness of UGC adoption have played a positive role in users’ subsequent prosumption behavior. Finally, we applied our theoretical findings to derive managerial implications. Originality/Value: This paper not only revealed quantitatively the nature of prosumption behavior and quality of user-user interaction, but also figured out the antecedents and consequences of information adoption.
Highlights
This study focuses on the connotation of prosumption behavior and the quality of user-user interaction through qualitative research
It clarifies the mechanism of user interaction and counterproductive behavior in the Web 2.0 Internet platform for those from the double process theory perspective of Elaboration Likelihood Model (ELM)
The leader of Web 1.0 era who has relied on technological innovation and traffic breakthroughs want to continue leading the user as the king of Web 2.0, the key is to correctly understand the user-generated content and users’ prosumption, and create more economic value
Summary
Users browse information and enjoy sharing thoughts and opinions with one another all over the world. Such production and consumption of information has been gradually playing an important role in the Internet economy in a collectively created and shared way, and has become an indispensable part in the enterprise marketing strategy to achieve “low cost and high benefit”. The leader of Web 1.0 era who has relied on technological innovation and traffic breakthroughs want to continue leading the user as the king of Web 2.0, the key is to correctly understand the user-generated content and users’ prosumption, and create more economic value
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