The construction of a high-active EVCARD online community based on user content adoption and generation model

Abstract

Constructing a high-active EVCARD online community (EOC)(HEOC) is a particularly effective approach for the emerging car-sharing company to trumpet its new products/services and stabilize its customer base. Although there is plenty of research on the model of user-generated content (UGC), the model of interaction between users and marketers on the generation and adoption of UGC and marketer- generated content (MGC) in the online marketing community is very much under-explored. To fill this gap, this study proposes the user content adoption and generation fuzzy system dynamic model (UCAAGFSDM) for building a HEOC where offline activities and online experience topics are mixed in a dynamic way, namely Offline-to-Online (O2O) content continuous interaction (OCCI). In UCAAGFSDM, user content adoption model for MGC is constructed based on the information adoption theory and user content generation model is developed according to the social cognition theory. And subsequently, the system dynamic model (SDM) is built for completely and meticulously describing mechanisms of user content adoption and generation and the interaction between users and marketers on the content in EOC. Since the cognitive behaviors of user in the process of adoption and generation content are uncertain and vague, to further improve the accuracy of the proposed model, Zadeh’s extension principle and α-cut concept are used to solve the uncertain factors, which can flexibly and accurately descript the fuzzy cognitive behaviors of user variables. Based on UCAAGFSDM, the complex mechanism of OCCI in EOC is accurately depicted and optimal construction strategies for EOC are provided for community managers by comprehensively analyzing the cost, income and profit of EOC.