Study On The Influence Of User Experience Of UGC Community On Consumers' Purchase Intention In Cross-border E-commerce

With the development of electronic commerce,the domestic market structure of integrated electronic commerce has been basically fixed.In the environment of oligopoly,some enterprises are starting to aim at cross-border shopping as a new growth point.Compared with domestic products,consumers will take more risks when buying imported products,so consumers will rely more on users' feedback and recommendation.Therefore,many domestic cross-border e-commerce platforms begin to develop UGC community to facilitate communication between users.UGC community has become an important means for the development of cross-border e-commerce platform,and the key to retain and active users.So the user experience of UGC community will directly affect the users' behavior.But is it a direct or an intermediary effect? What kind of experience can affect more? It needs to be discussed.Based on domestic and foreign scholars' research results and interviews,we conclude functional experience,emotional experience,social experience as independent variables,perceived value as intermediary variable and purchase intention as dependent variable.As the little red book starts with the shopping sharing community,it is the most typical to drive the e-commerce development through the community.Therefore,this study takes little red book APP as a case study and surveys for its users.The results show: social experience has a significant positive impact on perceived value and purchase intention.Functional experience has a significant positive impact on perceived value and has no significant influence on purchase intention.Emotional experience has a significant positive impact on the purchase intention and has no significant impact on the perceived value.Perceived value has a significant impact on the purchase intention.Perceived value plays a intermediary role between social experience and purchase intention.Based on the above conclusions,this paper puts forward the strategies and methods to improve the user experience,and provides some ideas and suggestions for the development of the UGC community in the cross-border e-commerce.