| The advent of the digital economy has given rise to new forms of e-commerce shopping.Tik Tok,Kuaishou and Huoshan Video have flourished in recent years,becoming important engine for driving consumption and integrating physical sales with the Internet economy.Under this opportunity,a new form of UGC short video,which is created independently by users and uses mobile short video to publish insights,has come into being.This form breaks through the limitations of previous text comments and picture comments,displays dynamic information graphically in the audience group,integrates users into the value creation process,and guarantees the maximum degree of user group.Therefore,the number of consumers who choose to use mobile short videos for information acquisition and product purchase is increasing day by day.Instead of passively receiving information for a long time,people prefer to actively search for information posted by users with the same values or the same needs as themselves and they are willing to share it with others.So effective identification and selection of high quality User Generated Content play an important role in practical application.However,the quality of User Generated Content is uneven,and commercial phenomenon is serious.Many consumers have weak screening ability,and the products that they purchase do not match the advertised content,which is detrimental to their own interests.Therefore,starting from the video platform,business enterprises and consumer groups,high quality UGC and relevant stakeholders complement each other to ensure the perfect operation of this virtuous cycle system.Based on this premise,this study takes mobile short video as the main subject of research,uses ELM model and social influence theory to build a theoretical model,and introduces variables such as User Generated Content quality,perceived interactivity,and consumer involvement to explore the influence mechanism on consumers’ purchase intention.The study uses questionnaire survey to obtain the required data,finally 348 valid data is obtained by eliminating method of screening for follow-up study,the number of analysis tools are mainly used AMOS,SPSS,etc.The following conclusions are drawn: UGC quality（content quality,contextual quality,emotional quality,source quality）has a positive influence on consumers’ purchase intention,perceived interactivity plays a partly mediating role between the two parts,and consumer involvement moderates the path between perceived interactivity and purchase intention,which in turn affects consumers’ purchase intention.In this study,the ELM model is applied to the content quality and contextual quality of UGC quality as the central path,and the emotional quality and source quality as the marginal path,which provides a new perspective for theoretical research on consumer behavior.In addition,the introduction of consumer involvement as a moderating variable into the study enriches the current research related to the marketing field.Based on the findings,the following suggestions are made for video platforms,businesses and bloggers: Firstly,improving the quality of User Generated Content has become a top priority;secondly,user interaction should be continuously stimulated to maximize the advantages of the Internet;and finally,the impact of consumer involvement on purchasing behavior should be emphasized and efficiently combined with perceived interactivity to incorporate it into marketing strategies. |
