An Analysis Of The Effect Of Consumers And Marketers Generating Content On Purchase Intentions

The development of Web2.0 provides more autonomy for netizens.The socialization of online shopping platform makes the source of online shopping information of the public more abundant,and the communication between consumers and marketers as well as between consumers and consumers is more smooth.With the rapid development of Chinese society and the increasing purchasing power of Chinese consumers,the Chinese people's preference for overseas goods continues to rise,but the lag of domestic consumers' access to relevant information and the lack of acquainting with imported products make the number of users of the social cross-border e-commerce platform has increased significantly,and the Xiaohongshu APP is a good example.It has been observed that the information of existing e-commerce platforms can be divided into Consumer-generated Content(CGC)and Market-generated Content(MGC).However platform managers are negligent about these.the management of content has no focus,and neither of them has achieved the desired marketing effect.Therefore,for the future optimization direction of e-commerce platform,the study comparing the impact of both on consumers' purchase intentions is of great significance.Therefore,the research environment of this research is based on social cross-border e-commerce platforms.The research subjects are users of these platforms.Through experimental methods with appropriate stimuli selected,the experimental subjects are divided into two groups to compare the extent of Consumer-Generated Content(CGC)and Marketer-Generated Content(MGC)affecting purchase intent.According to the research results of previous scholars,based on Theory of Stimulus-Organization-Response(SOR),this research uses the Technology Acceptance Model 2(TAM2)and constructs a model with taking perceived usefulness and perceived information quality as two mediators.Data were collected in the form of questionnaire and analyzed by SPSS24.0,Amos24.0 and Mplus7 to compare the impact of CGC and MGC on the consumer's willingness to purchase in the social cross-border e-commerce platform,and to test the mediating effects of perceived usefulness and perceived information quality.The results of the research show that the content type(Consumer-Generated Content,CGC/Marketer-Generated Content,MGC)has a significant impact on consumers' willingness to purchase;compared to MGC,CGC has a stronger influence on perceived usefulness and consumer purchase intention,it verifies the original hypothesis;for the perceived information quality,consumers' perception of MGC is stronger,the original hypothesis is rejected.;perceived usefulness and perceived information quality play a partial intermediary role between content type and purchase intention.Based on the above conclusions,this thesis puts forward some feasible suggestions for managers and marketers of cross-border e-commerce platforms from how to increase the retention rate of the platform and increase the willingness of consumers to purchase.