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The document discusses how user-generated content (UGC) from e-commerce platforms and third-party platforms can impact sales of experiential products online. It constructs a framework to examine the effects of cross-platform UGC on purchase intention and sales. An analysis of customer reviews on Tmall and vlogger reviews on Bilibili for 300 cosmetic products found that UGC from e-commerce platforms has a stronger impact on sales than UGC from third-party platforms, but UGC from both platforms can influence

Author

Quân chinii

Language

EN