The Impact of User-generated Content Quality on Consumer's Brand Attitude

Abstract

With the development of Internet and information technology, the online brand community (OBC) can be regarded as a communication means of relationship marketing. Through the network online brand community can overcome the limitations of time and space, develop the potential value, and today it has now become an important marketing tool. And the user-generated content (UGC) of the online brand community has opened up an important channel for communication between enterprises and consumers, which will have a profound impact on the brand communication and consumer brand attitude. Previous studies began on explore the impact of UGC on consumer behavior, however the mechanism of the effect is not clear. Therefore, this paper introduces the online brand experience as the mediator variable to explain the effect of UGC on consumer brand attitude. From the three dimensions: entertainment, usefulness and sociability, this paper describes the UGC quality of OBC. And this paper constructs a conceptual framework for the impact of UGC and online brand experience on consumer's brand attitude in the OBC.