Abstract: The “content + transaction” platform is a combined platform of content sharing and e-commerce,whose number has been on a gradual increase in recent years with the development of “content platform e-commercialization”. How to transform users from content generators to product purchasers is crucial to the success of “content + transaction” platform, but relevant studies are still very few. Based on the scenario theory and the expectation confirmation theory, this article makes an empirical study about the effect of the user generation content on the subsequent purchase behavior. The results are as follows: Firstly, “content + transaction” platform includes two scenarios, i.e., the social scenario and the transaction scenario, and the content generation and the product purchase are behaviors of these two scenarios respectively; Secondly, the user generation content has a positive impact on the subsequent purchase behavior, but moderated by users' thinking style; Thirdly, digital self-presentation and sharing intention have multiply mediation effects between the user generation content and the subsequent purchase behavior, and the multiple mediation effect is moderated by users' thinking style. This article not only extends the existing literatures of the user generation content, but also provides strategic implications for managers of the “content + transaction” platform.

Key words: “Content + transaction” Platform, User Generation Content, Digital Self-presentation, User Subsequent Purchase Behavior

摘要： “内容+交易”型平台是内容型和电商型平台的结合,近年来随着“内容电商化”的发展不断增多。如何将用户从内容生成者转化为商品购买者是其成功的关键,但现有文献对此却鲜有研究。本文依据场景理论和期望确认理论对“内容+交易”型平台用户生成内容与后续购买行为之间的关系机制进行研究。结果表明:“内容+交易”型平台由社会交往和商品交易两个场景构成,思维方式(整体型Vs.分析型)是影响用户从内容生产者向商品购买者转化的主要因素;数字自我呈现和后续分享意愿在用户生成内容对后续购买行为影响过程中具有链式中介作用;用户思维方式对该链式中介作用具有调节作用。本文研究丰富拓展了用户生成内容现有研究成果,为“内容+交易”型平台运营管理者策略制定提供了理论依据。

关键词: “内容+交易”型平台, 用户生成内容, 数字自我呈现, 用户后续购买行为