Research On The Influence Of User Generated Brand Content Characteristics On Consumer Purchase Intention In UGC Community Industry

With the widespread use of mobile Internet and smart phones,network platforms such as Tiktok,Xiaohongshu,and Bilibili that use UGC as the main operation mode have developed rapidly,and the number of users and the average daily usage time of the platform have also increased.The original content related to brands and products publicly released by UGC platform users through the internet is user generated brand content.Relevant research shows that these content gradually become an important source for consumers to understand product information,brand image,and brand culture,and are more concerned and valued by consumers than the brand content published by official enterprises.Exploring the impact path of user generated brand content on consumer purchase intention can help enterprises carry out precise marketing of user generated brand content,motivate users to create more high-quality brand content,and improve consumer purchase intention.Based on the above background,this article takes UGC community users as the research object,constructs a research model of user generated brand content-consumer trust/flow experience-consumer purchase intention,and explores the relationship between variables.Firstly,based on existing literature,the concepts,dimensions,and related studies of user generated brand content,consumer trust,flow experience,and consumer purchase intention are sorted out.Based on the theoretical and logical relationships between variables,an impact model is constructed and reasonable hypotheses are proposed;Secondly,the initial questionnaire will be distributed for predictive testing,the reliability and validity of the collected data will be tested,and unreasonable items will be adjusted to form a formal questionnaire.By distributing official questionnaires through multiple channels online and offline,a total of 452 valid questionnaires were collected,and a series of tests were conducted on the data using software such as SPSS23.0.0 and AMOS23.0;In the end,the following conclusion can be drawn:(1)The authenticity,usefulness,interest,publisher professionalism,and social interactivity of user generated brand content all have a positive impact on consumer purchase intention,with publisher professionalism having the strongest impact and usefulness having the weakest impact.(2)The authenticity,usefulness,interest,publisher professionalism,and social interactivity of user generated brand content all have a positive impact on consumer trust,with publisher professionalism having the greatest impact and influencing consumer purchase intention through the intermediary effect of trust.(3)The authenticity,usefulness,fun,and social interactivity of user generated brand content will have a positive impact on the flow experience,with social interactivity having the greatest impact and influencing consumers’ purchase intention through the mediating effect of flow experience.This article not only verifies the direct impact of user generated brand content on consumer purchase intention,but also examines the mediating role of "consumer trust" and "flow experience",providing management insights from the perspectives of enterprises,content publishers,and consumers,which has theoretical and practical guidance significance.