Research On The Influence Of User-Generated Content Characters On Consumer’s Purchase Intention Under The Situation Of Socialized E-Commerce

With the development of Web 2.0 to Web 3.0,the continuous progress of social network technology has changed the form and communication mode of social media.Traditional e-commerce websites and platforms began to add social elements,and social e-commerce mode came into being.Consumers participate in businesses to create and share product and brand information,and consumer marketing has become the mainstream,giving play to the value of introducing user traffic.Consumer’s shopping mode changes from search element shopping to discovery shopping.Before making shopping decisions,consumers will refer to other users’ comments,shopping experience and other information.User generated content(UGC)has become one of the factors affecting consumers’ purchase intention.Traditional shopping websites and platforms begin to attach importance to the role of user generated content.By building an online community for information exchange and sharing,consumers can participate in the production and creation of network information and play the role of product information transmission and recommendation.By combing the literature at home and abroad,this paper summarizes the research results of domestic and foreign scholars in the aspects of social e-commerce,user generated content consumer attitude and purchase intention.Based on the SOR theory,this paper divides the characteristics of user generated content into three dimensions: reliability,professionalism and social interaction,and introduces two dimensions of consumer attitudes,emotion and cognition,as intermediary variables.This paper constructs a theoretical model of consumer purchase intention based on the characteristics of user generated content,and analyzes the questionnaire data by SPSS and Amos software.The results show that: user generated content has a significant positive impact on consumer purchase intention in the context of social e-commerce;The reliability,professionalism and social interaction of user generated content have a positive impact on consumers’ purchase intention,of which social interaction has the most significant impact;the cognitive and emotional response of consumption has a positive impact on their purchase intention,of which emotional response has the most significant impact.On the basis of the research conclusion,according to the theoretical model of "stimulation subject response",it is suggested that the socialized e-commerce platform should perfect the supervision system,build the incentive mechanism,and guide the users to create high-quality information;at the same time,it is suggested to build a diversified interactive community to improve the enthusiasm of the interaction and information transmission between users.