Abstract
With the development of the Web2.0 era, user-generated content (UGC) has become the main mode of dissemination of network information. UGC aggregation interactive platforms have emerged as an important way for users to obtain information. The purpose of this paper is to study the factors that affect users' choices of using UGC aggregation interactive platforms. On the basis of technology accepted model (TAM), we introduce trust propensity and subjective norm as users’ individual characteristics, and integrate platform quality and information quality as platform features, and add perceived risk factor and demographic factor into the theory model to analyze the factors that affect users' willingness when they choose UGC aggregation interactive platforms to get information. Finally, through empirical research, we provide corresponding suggestions for product design, customer group targeting, market segmentation and sales promotion strategies.
Published Version
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