| With the development of the times and the progress of society,the user generated content,which is based on Web 2,is becoming more and more important in consumer's purchasing behavior.Individual users have made significant changes in the search,collection,reading,sharing,production and use of Web information,and the time has come for the free delivery of ideas and information through the web.As more and more ideas and information are published by individual users,user generated content has more impact on other consumer purchase decisions.In this paper,through literature research,system analysis and data analysis,first of all,starting from the domestic and foreign about user generated content on consumer purchasing decisions of current research,this paper expounds the present situation of user generated content on consumer purchasing decisions,and a detailed analysis of the problems related to user generated content on consumer purchasing decisions.Secondly,through the analysis of the correlation between the content generated by different users,the intrinsic relationship between different user generated content is discussed.On this basis,through the establishment of linear regression model,the relationship between different user generated content and consumer purchasing situation was qualitatively and quantitatively analyzed.After determining the parameters of the model,through confirmatory analysis,model testing,for subsequent data analysis to lay the foundation.Thirdly,based on the data obtained and the analysis of the model,the user generated content has different effects on the purchase decision of the contents,reasons of influence degree and different conclusions,and the influence mechanism are analyzed and discussed.Finally,this paper made analysis based on before,from the enterprise level and consumer level separately and puts forward corresponding countermeasures,hope the recommendations to enterprises and consumers make decisions have a positive impact. |
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