In recent years,with the development of cross-border e-commerce and social media,social cross-border e-commerce platform,as a kind of e-commerce shopping model with social sharing and content marketing as its core,has gradually become an important expression in the field of cross-border e-commerce.Good platform interaction and diverse and rich user-generated content(UGC)have attracted many consumers and enterprises to enter the platform to experience.Social e-commerce platforms include a wide variety of UGC text styles,and users(UGC publishers)often use different wording and language when posting UGC,driven by personal habits and the purpose of expression,making it possible for users(UGC viewers)to change their attitudes even when reading different UGC content for the same product,which in turn affects consumers’ impulse purchases.Impulse consumption is a common irrational consumption behavior,and the influence of UGC on users’ tendency or behavior of impulse consumption has been widely discussed in terms of the quality and characteristics of user-generated content,but there is a lack of research on content types.Therefore,this paper discusses the differences in the influence of different user-generated content types on impulsive consumption intention,the mediating role of mindstream experience in it,and the moderating role of interactivity on cross-border e-commerce platforms on the influence path.Using a combination of literature and empirical research,this paper first reviews the concepts related to UGC,impulsive consumption and mind-flow experience,and interactivity on cross-border e-commerce platforms,and classifies the mediating variable of mind-flow experience into two dimensions: pleasure and concentration;second,based on speech act theory(SAT),the criteria for classifying language according to speaker intention,the text types are classified into cognitive and affective texts Then,the two types of UGC text materials were selected from social cross-border e-commerce platforms,questionnaires were created,and consumers who had used social cross-border e-commerce platforms were invited to fill in the questionnaires.228 valid questionnaires were collected through the questionnaire star;finally,the proposed research hypotheses were verified by regression analysis and mediation effect test.The findings are as follows:(1)both cognitive and affective texts have positive effects on impulse purchase intention,with affective texts having a greater influence on impulse purchase intention;(2)there is a partial mediating effect of mindstream experience between cognitive and affective texts and impulse purchase intention;(3)cross-border e-commerce platform interactivity plays a moderating role between cognitive user-generated content and impulse purchase intention.(3)the interactivity of cross-border e-commerce platforms plays a moderating role between cognitive user-generated content and impulse purchase intention,and there is no significant moderating role between affective text and impulse purchase intention.This paper also proposes suggestions from the perspectives of consumers,enterprises and platforms respectively based on the research findings,providing new theoretical ideas for subsequent research. |