20-M: the Dynamic Diverting Effects of User-Generated Contents Vs. Firm-Generated Contents on Product Browse

Yingnan Zhao, Nanjing University, China
Xin Wang, Nanjing University, China
Quansheng Wang, Nanjing University, China
Peijian Song, Nanjing University, China
The research aims to identify the effects of visits to user-generated and firm-generated contents on visits to product in E-commerce. These effects are different in short- and long-term for new and existing users. Vector auto-regression model indicates that there’s difference between the effects of visits toward UGC and FGC.
[ to cite ]:
Yingnan Zhao, Xin Wang, Quansheng Wang, and Peijian Song (2017) ,"20-M: the Dynamic Diverting Effects of User-Generated Contents Vs. Firm-Generated Contents on Product Browse", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1071-1071.