Research On The Communication Effect Of UGC's Communication Strategies In Social E-commerce Platform

With the rapid development of the Internet,media technology and form continue to innovate.Social media has become an indispensable part of the daily lives of Internet users,changing the way people live and interact.Social e-commerce,that is,social e-commerce,is a new mode of e-commerce: the integration of social media communication characteristics and advantages based on the traditional e-commerce model.In 2018,social e-commerce has undergone fissile growth and development,and Little Red Book is undoubtedly one of the most representative of many social e-commerce platforms.Founded in 2013,Little Red Book focuses on the shopping sharing community and e-commerce platform for users to produce content,and has become the world's largest consumer life word-of-mouth e-commerce platform.The author of this article pays attention to the influence and value of Little Red Book,and then studies the influence of UGC's communication strategy on the audience's cognition,emotional attitude and behavioral intention in the Little Red Book community from the perspective of communication.This paper takes the dissemination effect of skin care text notes in Little Red Book platform as the research object,and uses the content analysis method and experimental method to conduct empirical research.Firstly,through the content analysis method,the skin care content in the Little Red Book community is analyzed,and the communication strategy mainly used by the small red book UGC is summarized,and then the variables used in the subsequent experimental method are determined.The experimental research is based on the source(star,blogger,amateur),content presentation strategy(one prompt,two-sided prompt),picture strategy(there is a real product product picture,no real person utility product picture)as three sets of variables,and assist income,use Control variables such as experience and duration of use were studied to explore their effects on communication effects(cognition,attitude,behavior).The study draws the following conclusions: Different sources have significant differences in the perceptions,emotional attitudes,and behavioral intentions of the audience;different content presentation strategies have significant differences in audience perceptions and emotional attitudes,and influence on behavioral intentions.There are no significant differences;different image strategies have significant differences in the perceptions of audiences,emotional attitudes,and behavioral intentions.