The impact of customer orientation on the quantity and quality of user-generated content: A multi-country case study of mobile applications
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 28 February 2019
Issue publication date: 28 March 2019
Abstract
Purpose
The purpose of this paper is to examine the driving factors of user innovation behaviors using the case of smartphone applications to estimate the indirect and direct effects of consumers’ attitudes toward user-generated content (UGC).
Design/methodology/approach
This study proposes a structural model to examine the relationship between user innovation behaviors toward UGC and three attitude factors: involvement, consumer knowledge and customer orientation. The empirical analysis is based on a consumer survey that examines the commonalities and differences between Japan and China. In each country, two social media services are chosen as representative cases of the UGC business model to measure user innovation behaviors toward the quality and quantity aspects.
Findings
Customer orientation is the most significant driving factor of user innovation behaviors toward UGC. It positively affects both the number of followers and the frequency of information transmissions. In particular, for the quality dimension of user innovation, customer orientation has a more significant effect on the number of followers than does familiarity.
Originality/value
This study emphasizes the quality aspect of user innovation. Previous research has focused on the quantity of user innovation behaviors by measuring the amount of information. However, this research measures both the quality and the quantity aspects with the number of followers and the frequency of uploading content. The findings of this study suggest that companies should maintain relationships with highly customer-oriented users to manage content quality.
Keywords
Acknowledgements
This work was supported by JSPS KAKENHI Grant No. JP17H02573, and the Telecommunications Advancement Foundation (TAF).
Citation
Yoo, B., Katsumata, S. and Ichikohji, T. (2019), "The impact of customer orientation on the quantity and quality of user-generated content: A multi-country case study of mobile applications", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 2, pp. 516-540. https://doi.org/10.1108/APJML-03-2018-0118
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited