The Influence Of Text-Image Based User-Generated Content Quality On Consumer Purchase Intention

As Internet technology has become increasingly mature and the impact of COVID-19,online shopping has become an important way of shopping in customers’ daily life.The e-commerce is in a period of intensive innovation and rapid expansion.With the emergence of community products,the combination of social and e-commerce is also getting closer.The enterprises have gradually realized the importance of social interaction in e-commerce.For example,the red book and other application programs with social attributes have emerged.Such platforms can not only help enterprise to publicize their products,but also increase the channels for consumers to know about their products.More and more merchants also realize that recommended behavior brought by the user-generated content has begun to affect the consumption habits of consumers,help consumers to solve the problem of product information asymmetry in online shopping,and affect consumers’ purchase intention and behavior.The paper will focus on the user-generated content with image and text,from the perspective of quality characteristics,based on stimuli-organism-response model and technology acceptance model,combined with the characteristics of image and text user-generated content.And based on the model propose the research hypothesis of this paper.The research hypothesis was tested by means of questionnaire survey,used SPSS27 and AMOS28 to analyze the questionnaire data,and the following conclusions were drawn:the quality characteristics of image and text user-generated content have the significant positive impact on perceived helpful and purchase intention,and some quality characteristic variables have the significant positive impact on consumer trust.Consumer trust has the significant positive effect on perceived helpful.Perceived helpful and consumer trust have the significant positive effect on purchase intention.Perceived helpful and consumer trust mediate the effect of image and text user-generated content quality on consumers’ purchase intention.Product involvement plays a moderating role in the influence of image and text user-generated content quality on consumers’ purchase intention.Based on the above conclusions,combined the status of user-generated content in e-commerce,the paper gives the suggestions that make consumer know how to identify false propaganda,make enterprise know how to positive propaganda,make platform know how to manage and supervise the environment.