企业生成视频对用户生成视频的影响:来自中国的证据

IF 4.9 Q1 BUSINESS

International Journal of Engineering Business Management Pub Date : 2022-01-01 DOI:10.1177/18479790221118628

Zirui Ma, Bin Gu

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引用次数: 7

摘要

我们研究了企业生成内容对企业相关用户生成内容的影响。研究证明，与企业相关的用户生成内容会影响企业的收入。因此，有必要确定哪些因素刺激了与企业相关的用户生成内容的创造。在中国的在线视频平台上创建与公司相关的用户生成视频(例如电子竞技)通常包括使用公司生成的视频作为素材。这可能表明，企业生成的内容可能在影响互联网用户创建与企业相关的用户生成内容方面发挥重要作用。我们使用Python网络爬虫收集了一个独特的数据集，并使用LSDV模型进行实证分析，包括2977个企业生成视频和49860个用户生成视频，探讨企业生成视频属性对用户生成视频的影响。结果表明，企业生成视频的某些属性对用户生成视频有显著影响。企业生成视频的评论数和币数对用户生成视频产生积极影响，而企业生成视频的喜爱数对用户生成视频产生消极影响。我们还发现，用户对公司生成视频的感受差异会影响用户创建原创视频的可能性。FGV的用户参与度和用户品牌认同对刺激用户生成视频产生积极影响。作者建议，公司可以通过基于这些视频属性创建公司生成的内容来最大化对用户生成内容的影响。作者还建议公司进一步研究与激励因素相关的理论，如消费者参与、品牌认同和感知有用性对用户生成内容的影响。

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The influence of firm-Generated video on user-Generated video: Evidence from China

We examined the impact of firm-generated content on firm-related user-generated content. Researches have proven that firm-related user-generated content impacts firm revenue. Therefore, it is necessary to determine what factors stimulate the creation of firm-related user-generated content. Creating user-generated videos related to companies (e.g. E-sports) on Chinese online video platforms often includes the use of firm-generated videos as material. It may suggest that firm-generated content may play an essential role in influencing Internet users to create firm-related user-generated content. We collected a unique dataset using a Python web crawler and used the LSDV model for empirical analysis, including 2977 firm-generated videos and 49860 user-generated videos, to explore the impact of firm-generated video attributes on user-generated videos. The results show that some attributes of firm-generated video have a significant impact on user-generated video. The number of comments and coins on firm-generated videos positively affects user-generated videos, while the number of favorite on firm-generated videos negatively affects user-generated videos. We also found that the difference in how users feel about firm-generated videos affects the likelihood of users creating their original videos. User engagement and user brand identity in FGV positively impact stimulating user-generated videos. The authors suggest that companies can maximize the impact on user-generated content by targeting the creation of firm-generated content based on these video attributes. The authors also suggest that firms further investigate theories related to motivational factors, such as the impact of consumer engagement, brand identity, and perceived usefulness on user-generated content.

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来源期刊

International Journal of Engineering Business Management BUSINESS-

CiteScore

7.50

自引率

6.10%

发文量

审稿时长

15 weeks

期刊介绍： The International Journal of Engineering Business Management (IJEBM) is an international, peer-reviewed, open access scientific journal that aims to promote an integrated and multidisciplinary approach to engineering, business and management. The journal focuses on issues related to the design, development and implementation of new methodologies and technologies that contribute to strategic and operational improvements of organizations within the contemporary global business environment. IJEBM encourages a systematic and holistic view in order to ensure an integrated and economically, socially and environmentally friendly approach to management of new technologies in business. It aims to be a world-class research platform for academics, managers, and professionals to publish scholarly research in the global arena. All submitted articles considered suitable for the International Journal of Engineering Business Management are subjected to rigorous peer review to ensure the highest levels of quality. The review process is carried out as quickly as possible to minimize any delays in the online publication of articles. Topics of interest include, but are not limited to: -Competitive product design and innovation -Operations and manufacturing strategy -Knowledge management and knowledge innovation -Information and decision support systems -Radio Frequency Identification -Wireless Sensor Networks -Industrial engineering for business improvement -Logistics engineering and transportation -Modeling and simulation of industrial and business systems -Quality management and Six Sigma -Automation of industrial processes and systems -Manufacturing performance and productivity measurement -Supply Chain Management and the virtual enterprise network -Environmental, legal and social aspects -Technology Capital and Financial Modelling -Engineering Economics and Investment Theory -Behavioural, Social and Political factors in Engineering