Research On The Influence Of UGC Community Shopping Website On Users’ Purchase Intention

With the innovation of Internet technology,the form of new media also is gradually transformed.In recent years,UGC virtual community website,with its rapid development,stands out among the Internet platforms.In short,UGC is " user generated content ".As the UGC website has the feature of being free,simple,decentralized,it is easy to form an interactive connection between users.Therefore,the "virtual community",as an early Internet concept,naturally appeared in the UGC network platform.In 2013,UGC community shopping sharing site "Little Red Book" went listed.After three years of development,with its high-quality content orientation and "community" operation,the number of users has reached a considerable scale,and also it has the attribute of E-Business at the same time.The issue of what effect will it be of its high-quality content and socialization on the user’s willingness to buy is the core of this study.The specificity of the UGC shopping site is that,as a user-generated content,its content embodies the characteristics of redundancy,fast evolution,de-centralization;and as a "virtual community",it is also social-attributed."Opinion leaders","word of mouth" and other phenomena must also exist as one of the essential propagation mechanisms(researchers both at home and abroad have carried out a lot of researches,but the conclusions are divided).However,as it is a E-business website as others,promoting the users to buy,profiting is its most important and ultimate goal.Few researchers at home and abroad have done researches on the issues of the effect of "content" and "socialization" on the user’s willingness to buy in the UGC shopping community platform,its “content" and "social" characteristics,what kind of impact it will be of the contact of community members on the user’s intention to buy.And also the difficulty and innovation lies in how to quantify the impact of this study.This paper constructs the model of this paper through variables of "content satisfaction","social satisfaction","self-fulfillment" and consumer ethnocentrism to explore the influencing factors of UGC community shopping site on users purchase intention,basing on "using and satisfaction" theory in communication,and the relevant documents are drawn up.Reference to the relevant literature,we did a questionnaire survey,and analyze the data with SPSS17.0 software.In addition,the paper also uses the in-depth interviews as a supporting way to explore that the guiding role of "Little Red Book”,as UGC shopping community business platform,on the purchase intention of its users.At the same time,the paper analyzes its successful reasons and the problems encountered to make more feasible recommendations for other shopping communities like UGC.