Discussion for analyzing factors affecting the decision to choose the newcomer CGM to post

Abstract

It is observed that a first mover consumer generated media (CGM) with many users and contents loses its competitive advantage due to the entry of latecomer. In this study, we focus on why contributors change CGM to post from the first mover to the newcomer. Because image quality and photographic technology are progressing, it can be considered that users may feel stale to existing contents of the first mover compared to the contents recently posted. We targeted the recipe website market and discussed the framework for analyzing the factors affecting the decision to choose a CGM to post.