This study mainly probed into the factors influencing consumers’ OGB intention on community e-commerce platforms, built models that included facets of conformity behaviors, perceived risks, customer engagement, and OGB intention, and focused on whether there is a mediating effect on customer engagement and an interference effect on perceived risks. The subjects of this study were consumers with OGB experience on community e-commerce platforms. The results show that conformity behaviors have a significant positive impact on customer engagement and OGB intention; thus, when customers have insufficient information or relevant knowledge of OGB, the comments or recommendations of their relatives and friends would influence their engagement and OGB intention. Moreover, this study found that customer engagement has a complete mediating effect, which indicates that conformity behaviors can influence OGB intention through customer engagement. In addition, this study found that perceived risks have an interference effect, meaning that when consumers sense high risks, the OGB intention is weakened through customer engagement. This shows that in the OGB organizations of the community e-commerce platforms, it is recommended that more attention be paid to customer engagement; it is also a topic worthy of discussion in practical business applications.
In recent years, sales of agricultural products in Taiwan have been transformed into electronic marketing, and agricultural products with better consumer orientation have been recommended, and farmers’ income has been improved through sales websites. In the past, A/B testing was used to determine the degree of preference for website solutions, which required a large number of tests for evaluation, and could not respond to environmental variables that made it difficult to predict the actual recommendation in advance. Therefore, in this study, the reinforcement learning model combined with different contextual Multiarmed Bandit algorithms can be tested in data sets of different complexity, which can actually perform well in changing products. It is helpful to predict the preferences of the promotion model.
Corporate venturing (CV) in which established firms invest in new entrepreneurial businesses involves identifying opportunities and creating new combinations of resources to seize opportunities. Moving beyond literature that has focused predominantly on the consequences of CV, we adopt a resource-based view to examine how knowledge-based and organizational-slack resources relate to the level of firm CV. The implications of the findings for future research are discussed. Copyright (c) 2011 ASAC. Published by John Wiley & Sons, Ltd
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