Analysis On The Influence Of UGC On Consumption Behavior From The Perspective Of Community - Based Electricity Business

With rapid development of the internet, social e-commerce platform as a new type of commercial mode,has changed people gradually from information receivers into content creators, from simple buyers into multi-faceted personalized medias who can recommend, comment or vote on products. These advantages will help the users to make a purchase decision, stimulate consumption, and promote the development of new commercial mode.Through the analysis of “doubandongxi”, start from the actual case, base on the theory of support, market operation and data analysis to solve practical problems on conversion rate of UGC. Use case analyzing method to research the applications of UGC in the field of e-commerce. Use a questionnaire to survey analysis of user preferences and potential purchase demand, build establishment of user model. According to the social commerce related theory, select different types of social e-commerce models, analysis the market scale and the overall environment. According to the theory of social e-commerce, choose different types to analyze market scale and market environmental. Compare the similarities and differences of its business model auxiliary for competitive advantage, target audience and features of network behavior, user experience and comprehensive evaluation. To achieve quantitative comparative study depending on third-party data, so as to analyze the features and differences between different types of social e-commerce business models in China. Try to find basic the reasons in theory from the e-commerce theory, consumer behavior, marketing management, operation management and other aspects, and provide suggestions.The social e-commerce finds the potential consumer demand in the consumer behavior, avoids the asymmetry information of buyers and sellers, and changes the change shopping habits consumers. The validity of the user scale, profit model of UGC and the positive and negative are important factors to affect shopping transformation rate. Profit model, operating model, innovative mode of UGC shows the way to solve problems in the future social e-commerce and research.