Research On The Influence Of User-generated Content Characteristics On Consumer Purchasing Decisions In Community E-commerc

Now,the Internet has thoroughly understood everyone’s life.With the development of patterns becoming more and more abundant,Was replaced by a new model,The introduction of social factors has broken through the information broadcasting mode,The new social business platform represented by platforms such as Xiao Hong Shu and MOGU Street has gradually entered people’s field.From the perspective of consumers,the information receiving modes that consumers no longer rely on and the modes that consumers no longer rely on have fallen one by one.Instead,the information of physical goods is distributed.Let’s mainly move! Information,more than it will make decisions.In addition to the above reasons,There is also an important reason,that is,the active user-generated content of consumers has more authenticity and credibility,which can greatly promote the affirmation of other consumers’ decisionmaking,because they try to fully clarify the current form,break the sales model,and use new forms of their own products and brands to publicize,so as to achieve the maximum sales effect.This study is based on the community business platform and quotes the S-O-R model to explore the characteristics of user-generated content in the audio and video of consumer decision-making.Mainly summarize the user search cost,User scenarios,user perceived benefits,and audio and video of consumers’ perceived trust and user decisions,The data collected by SPSS 26.0 and AMOS 26.0 data analysis pieces are analyzed and studied.Under the background of big data,the multi-characteristics of household-generated content of community merchants increase the perception and trust of consumers,among which the positive audio and video of scenes,perceived benefits,meaning sleeve consumers decide to plan and search costs are not related to decisionmaking audio and video.In this paper,the content presentation of community business provides users with the construction of enhancing the authenticity of user-generated content,transforming scenarios,entities accustomed to using users,perfecting the information service system,utilizing users’ perceived benefits,promoting consumers’ decision-making,and rationally utilizing the introduction of meaning sleeves.The purpose of the research is to help people look forward to a deep understanding of the action mechanism of consumers’ user-generated content on the community business platform,and accurately help people look forward to perfect usergenerated content,which is suitable for their own high-volume platform and cooperation with authors,avoid detours and escape the inherent sales means,and also urge the community business platform to combine the above action mechanism with high-volume exhibition.