The Impacts Of UGC Characteristics On Social E-Commerce Consumers’ Purchase Intention

In the context of the Internet + era,due to the development of scientific and technological innovation,the traditional e-commerce marketing model has been replaced by the socialized e-commerce model.Gradually,the focus on business marketing has shifted to consumer marketing,which indicates that the communication and communication methods of social media have changed.Consumer marketing independently,detailed information about the goods and shopping connection will share on the platform,merchants from the user since the raw content(UGC),drainage for commodity information,for the use of other consumer show the user information and experience after purchase,to attract consumers,increase traffic,can help consumers make buying decisions.This user-generated content marketing model brings merchants great profits.Due to the existence of virtual communities and virtual social contact,although users cannot communicate with each other face to face,the increasingly close social relationship makes many consumers trust merchants and other consumers more than the traditional e-commerce.At the same time,consumers have gained a lot from the user-generated content model,and they also actively participate in the value creation and the evaluation and promotion of products,which will affect consumers’ purchase decisions.Therefore,it is of great theoretical and practical significance to study the influence of user-generated content on the purchase intention of social e-commerce consumers.Based on the theory of social influence theory,trust theory and value co-creation theory,this thesis,based on the questionnaire survey,analyzes SPSS and AMOS to make factor analysis and structural equation model.The conclusions include that:(1)UGC features include informational characteristics and normative characteristics;trust includes honesty and competence and goodwill;value co-creation includes sponsored value creation and autonomous value creation.(2)Informational characteristics have significant positive impacts both on honesty and on competence and goodwill;informational characteristics have significant positive impacts both on sponsored value co-creation and autonomous value co-creation.(3)Competence and goodwill have a significant positive impact on the social e-commerce consumers’ purchase intention;both sponsored value co-creation and autonomous value co-creation have significant positive impacts on consumers’ purchase intention.(4)Although the study has no evidence to prove that UGC characteristics have direct impacts on consumers’ purchase intention,but UGC may have an indirect effect on consumers’ purchase intention through trust and value co-creation.Finally,based on the above conclusions,we suggest that merchants should enhance their own reputation,and encourage consumers to participate in value creation,and that consumers should interact with merchants or other users frequently,and improve the information quality.