A Study on the Evolution of Consumer Digital Behavior from User-Generated Content to Co-Creation

DOI: https://doi.org/10.62517/jbm.202509509

Author(s)

Fuyan Ding*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

This study aims to explore the evolution process and driving mechanisms of consumer digital behavior from user-generated content (UGC) to co-creation, addressing the research need to understand the continuously changing roles of consumers in the digital era. Using systematic literature review and theoretical analysis, the study integrates research findings on UGC, consumer participation, and value co-creation to construct a multidimensional framework for the evolution of consumer digital behavior. The results indicate that this behavioral evolution is jointly driven by three dimensions: psychological motivation, technological conditions, and corporate strategies. Individual expressive desires and identity needs provide intrinsic motivation, digital technologies lower participation thresholds and enhance immersive experiences, and enterprises guide consumers into deeper co-creation stages through community building and open innovation strategies. The findings suggest that the transformation of consumers from information producers to value co-creators is a gradual and path-dependent dynamic process. Theoretically, this study enriches research on consumer behavior and value co-creation in the context of digital marketing, and practically, it provides references for enterprises to formulate future-oriented digital marketing strategies and cultivate brand co-creation ecosystems.

Keywords

Consumer Digital Behavior; User-generated Content; Value Co-Creation; Psychological Motivation; Digital Marketing

References

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