Research on the Impact of User-Generated Content on Consumer Brand Attachment in Cross-Border E-Commerce B2C Platforms : Brand Integration as a Mediating Variable and Platform Information Interaction as a Moderating VariableZhang, Minshu

다국어 초록 (Multilingual Abstract)

With the rapid development of global economic integration and internet technology, cross-border e-commerce B2C platforms have gradually become a crucial bridge connecting global consumers with brands. User-generated content (UGC) plays a vital role on these platforms, significantly influencing other consumers’ purchasing decisions and brand loyalty through authentic feedback and interactions. However, Chinese companies face dual challenges of excess capacity and international brand competition in the globalization process, necessitating effective brand management and innovative marketing strategies to enhance their international brand image and competitiveness. This thesis aims to explore how user-generated content affects consumers’ brand attachment through the process of brand integration, with a particular focus on the mediating role of brand integration and the moderating effect of platform information interaction. Using a questionnaire survey and statistical analysis methods, this thesis collects and analyzes extensive consumer data regarding user-generated content, brand integration, and brand attachment. The research hypotheses, set in the context of cross-border e-commerce platforms, investigate how user-generated content directly or indirectly, through brand integration, enhances consumers’ emotional dependence and loyalty to the brand. The results indicate that high-quality UGC significantly enhances brand integration, which in turn deepens consumers’ brand attachment, particularly in environments with active platform information interaction. This not only enriches the theoretical research in the field of cross-border e-commerce but also provides empirical evidence for companies to build and manage their brands in the global market. Furthermore, the thesis highlights the importance for companies to leverage UGC to improve consumers’ brand experience and engagement, and to use technological tools to optimize user interfaces and interaction design, thereby enhancing brand appeal and market competitiveness. Keywords: Cross-border E-commerce B2C Platforms, User Generated Content, Brand Integration, Brand Attachment, Platform Information Interaction

목차 (Table of Contents)

• Ⅰ. Introduction 1
• 1. Research Background1
• 2. Research Purpose and Research Significance 5
• 3. Research Content 7
• 4. Research Methods and Research Ideas 9
• 5. Research Innovation Points12
• Ⅱ. Theoretical Foundation and Literature Review13
• 1. Theoretical Basis13
• 2. Literature Overview of Cross-Border E-Commerce17
• 3. Literature Overview of User Generated Content21
• 4. Literature Overview of Brand Attachment Behavior for the
• Environment32
• 5. Literature Overview of Brand Integration67
• 6. Literature Overview of Platform Information Interaction80
• 7. Literature Review 88
• Ⅲ. Research Design 91
• 1. Proposition of Research Hypothesis 91
• 2. Construction of Research Model101
• 3. Scale Determined 105
• 4. Survey Design110
• 5. Questionnaire Pre-survey and Reliability and Validity Analysis 110
• 6. Distribution and Collection of Formal Questionnaires 120
• Ⅳ. Data Analysis 123
• 1. Descriptive Statistical Analysis 123
• 2. Confirmatory Factor Analysis 125
• 3. Regression Analysis 134
• 4. Discussion 164
• 5. Suggestions 171
• Ⅴ. Conclusion 177
• 1. Research Conclusion 177
• 2. Research Limitation and Prospects 180
• References182
• Appendix. Survey Questionnaire 191
• Acknowledgements 197
• 한글초록 200