A Study On The Influencing Factors Of UGC Community E - Commerce Consumers' Purchase

With the development of Web2.0, and lower the threshold of user generated content, a lot of users participate in user generated content. As the main form of UGC,user generated content community with socialized property is also becoming an important branch of virtual communities. 2015, China’s Internet penetration rate is more than 50%, mobile users reached 620 million, intelligent terminals spread, these make UGC community development to a good user base and equipment support. In addition, the development of the mobile Internet, 4G of network coverage and Internet traffic does not zero out this month provides UGC community users with technical support and low cost. These make UGC community has grown rapidly.UGC community began to seek business model innovation, and transformation of e-commerce. Based on the above background this paper study factors affecting UGC communities’ users of e-commerce purchases, provide reference for the UGC communities restructuring practice.This study first sort out some study results of the virtual community e-commerce,social commerce which is determined this paper is to study mobile UGC community e-business problems. Second,research from user satisfaction degrees, accept attitude and using behavior of virtual community and socialization e-commerce consumers using behavior effect factors.Combined consumption characteristics theory, and perception risk theory, and perception value theory, and rational behavior theory model(TRA) and technology accept model(TAM) proposed 10 assumptions,building concept model of this research. Study on models and assumptions on the basis of the scale of this research designed, by the initial questionnaire design, survey,survey results analysis, modify, determine the final questionnaire, questionnaire of mass distribution, data recovery process to get the raw data of this study. There are a total of 39 questions in the survy. After two-week’s time, total recovery of 210 questionnaires, of which 209 valid. Through the use of SPSS and AMOS Software torecover the original data for reliability analysis, reliability analysis, model fitting analysis conceptual model established by the basic conclusions of this study.To discuss the results of empirical research, analysis causes of empirical results.Given the conclusions of this study, give UGC community e-commerce practice some feasible suggestions. UGC community e-commerce’ practice process in the main should note user interface, and shopping process, and paid link design of friendly and easy to use; through enhanced interactive between user and platform, and user and user is the way to enhanced user viscous, constantly optimization judge standard which is to find star users,enhanced its speech credibility, through creating a favorable user experience and improve customer satisfaction, to strengthen the sense of attachment, the sense of trust, between users and users,and the platform, so that in the practice of UGC community e-commerce will have more positive influence.