Research On The Impact Of UGC Characteristics Of Social E-commerce Community On Consumers’ Purchase Intention

In recent years,under the background of the Internet + era,technological innovation has continued to develop,the Internet has continued to mature,and ecommerce has gradually become standardized.With the continuous update of customer needs in the new era of new technology,the traditional e-commerce model focusing on commodities can no longer meet the psychological needs of many consumers in the new era.The new e-commerce model is the social e-commerce in which most platforms are now seizing the market.The traditional e-commerce model has been replaced by the social e-commerce model,and the integration trend of social and e-commerce is irresistible.Today,user-generated content(UGC)plays a very important role in the social e-commerce model,and UGC has become a prominent feature of e-commerce.Consumers share product details and experience on the UGC platform.Merchants expose and publicize their products through usergenerated content(UGC),and effectively use big data technology to display users’ usage information and post-purchase experience to other potential consumers.It is convenient to effectively attract consumers,increase traffic,and help consumers make purchasing decisions.In Xiaohongshu,a typical social e-commerce UGC platform,users share their life and shopping experiences in the form of pictures,text,and small videos.The content they share includes all aspects of life,such as emotions,family,travel,and food.Wait.The emergence of Xiaohongshu UGC,a social e-commerce business,allows consumers to rely not only on commodity information provided by merchants before making purchasing decisions,but also influenced by the users who created Xiaohongshu UGC.Xiaohongshu UGC plays an important role in solving the problem of information asymmetry in the transaction process.It provides detailed information on products and services through notes,comments,etc.,and provides high-value reference for potential consumers to make purchasing decisions.This user-generated content-based social e-commerce model has brought huge profits to merchants.Therefore,it is of great theoretical and practical significance to study the influence of social e-commerce platform Xiaohongshu UGC on consumers’ purchase intention.Based on SOR theory,this paper refers to relevant literature,adopts questionnaire survey method,uses SPSS software and AMOS software to conduct reliability and validity test,regression analysis and Processes mediation effect test,and draws the following research conclusions:(1)UGC features include five dimensions of authenticity,professionalism,usefulness,interactivity and quantity;trust includes two dimensions of trust in content and trust in platforms.(2)The influence of social e-commerce UGC characteristics on consumers’ purchase intention is obvious and positive;the influence of social e-commerce UGC characteristics on trust(trust in content and trust in platforms)is obvious and positive;trust and trust in platforms)have a clear and positive impact on consumers’ purchase intentions.(3)Trust(trust in content and trust in platform)plays a certain mediating role between the UGC characteristics of social e-commerce and consumers’ purchase intention.Finally,based on the research conclusions,it is recommended that the platform side improve the compliance and quality of UGC;at the same time,it is recommended that consumers have frequent exchanges and interactions with merchants or other users;make full use of big data technology.