Relation Research Between Information Quality And User Purchase Behavior On Content E-Commerce Platforms

The advent of the we-media era has promoted the development of content ecommerce.Content e-commerce platforms attract users with content,and promotes users to make the decision to purchase commodities.The quality of current content ecommerce platform information is uneven,and the critical point of the profitability of content e-commerce platforms lies in the creation of content and the conversion of consumers.The thesis focuses on the information quality of content e-commerce platforms,researches its impact on user purchase behaviors,pays attention to the aspects in which the information quality of content e-commerce platforms affects user purchase behaviors,and how content e-commerce platforms drive user traffic through high-quality information Converted into purchasing power.This research helps content e-commerce platforms to identify information quality elements that affect users’ purchasing behavior,as well as formulate strategies to promote the sound development of content e-commerce from the perspective of improving content quality.Based on the research results related to information quality,the paper determines the four information quality dimensions of the content e-commerce platform by combing the existing relevant literature.Then according to the TAM and IAM models,the relation model between information quality and users’ purchasing behavior is built,and 13 hypotheses are made according to the model.Secondly,a questionnaire survey with good reliability and validity is designed to study the impact of content e-commerce information quality on users’ purchasing behavior,and the hypotheses are verified by using Amos to build structural equation model.The results show that all the hypotheses are tenable: the four information quality dimensions,including content quality,expression quality,retrieval quality and source quality,and the usefulness of users’ perceived information all positively affect users’ purchasing behavior;the four information quality dimensions all exert a direct impact on the usefulness of users’ perceived information;information usefulness plays a role of mediating the impact of content e-commerce information quality on users’ purchasing behavior.Finally,from the perspective of information quality drainage and users’ purchasing behavior conversion of content e-commerce platforms,some suggestions for reference are put forward for the development of content e-commerce platforms.