Fierce competition among digital consumption platforms induces some platforms withdraw or exit a certain market, and in some cases the user-generated content (UGC) would be transferred to the current competitors. Such a market exit accompanying UGC transfer and sustainable use is lacking and worthy of exploring. Our research leverages a natural experiment on Tujia based on Airbnb's exit from Mainland China market, with the former providing functions for hosts to transfer UGC from the latter. Our empirical findings provide evidence that the Airbnb's market exit (i.e., channel contraction effect) and the accompanying UGC transfer (i.e., UGC transfer effect) can enhance Tujia hosts’ performance in terms of their properties’ review volume. Thereafter, the transferred UGC can induce Tujia guests to post more positive review ratings due to the social learning effect. Our study provides important theoretical and practical contributions.