Analysis Of Factors Affecting User Trust Behavior Of Cross-border E-commerce Based On UGC

Nowadays,information has dominated people's lives,internet has become the main way for users to get information about the products what they want to buy and to share their shopping experiences.There is a large and frequent information exchange.The influence of user sharing and evaluation is more powerful and makes user-generated content(UGC)greatly affect the user's trust behavior.Meanwhile,China's Cross-border e-commerce platforms have developed rapidly with the development of mobile networks,and make easier to get goods across borders for various households.However,there is lack of systematic research on the trust behavior of users on cross-border e-commerce platforms.Therefore,this paper studies the influencing factors of user trast behavior on the UGC-based cross-border e-commerce platform based on the researches of domestic and foreign scholars.In this paper,Red is used as an empirical analysis object.The data of empirical analysis is from 218 valid data questionnaires based on Red users.The reliability and validity analysis and statistical information analysis of the data were carried out by SPSS25.0 In order to ensure the reliability and rationality of the research data.It establishes the structural equation model of the in:fluencing factors and modified by smartPLS3.0.The selected independent variables include the writing style of the Red sharer,the experience of the Red sharer,the comments of the UGC and the original brand recognition of the shared products.The mediation variables are Emotional trust and cognitive trust of the Red users.Dependent variable are the trust behavior of Red users.The main conclusions of the paper are as follows:(1)The writing style of the Red sharer and the experience of the Red sharer have a positive impact on the emotional trust of the Red users.(2)The experience of the Red sharer and the comments of the Red reviewer have a positive in:fluence on the cognitive trust of the Red users.(3)The writing style of the Red sharer,commentator's comment,original brand cognition of the Red sharer,emotional trust of the Red sharer and cognitive trust of the Red sharer have a positive impact on the trust behavior of Red users.Finally,relevant recommendations are made for the development of cross-border e-commerce from both the platform and the state.