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

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.



Citation:

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.

Authors

Yingnan Zhao, Nanjing University, China
Xin Wang, Nanjing University, China
Quansheng Wang, Nanjing University, China
Peijian Song, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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