How Can The User Generated Content Influence Customer Purchase Intention In Social Commerce Environment

With the rapid development of Internet information technology and social networks,the purpose of people using social networks is no longer just entertainment and making friends.Many consumers are beginning to search for product information on social networks and share shopping experiences.Many traditional e-commerce platforms have also begun to add social elements to it,so the emerging business model of social commerce has begun to develop rapidly.Social commerce is also known as social e-commerce.Compared with traditional e-commerce,it can support users to generate content independently.Interacting with communication,consumers change from passive information recipients to information publishers,and their purchasing behavior is increasingly affected by content generated by other users.Therefore,this article explores the impact mechanism of user-generated content on consumers' purchase intentions in a social business environment,and provides a theoretical basis and reference basis for social business platform operation management,merchant marketing promotion,and user adoption information.This article firstly reviews the literature on social commerce,user-generated content,consumer attitudes and purchase intentions,explores the social impact characteristics of user-generated content based on social impact theory,and creates a research model based on consumer behavior theory.The research in this paper includes three aspects:(1)Based on the social business environment,the social impact feature dimension of user-generated content is constructed,and the informational features and normative features are proposed.The informational features include information quality,information interactivity,and normative features Including the amount of information and interpersonal interactivity;(2)By studying the social impact characteristics of user-generated content on platforms and products,the relationship between social impact characteristics of consumer user-generated content and consumers 'purchase intentions is discussed;(3)consumers Attitude plays an intermediary role in user's production content and purchase intention.In this paper,SPSS24.0 and AMOS20.0 are used for empirical analysis.First,the reliability and correlation of the samples are analyzed,and then the fit of the model is tested.The test results show that:(1)the informational impact of user-generated content has a positive impact on consumer attitudes,and the normative impact has a positive impact on consumer attitudes;(2)the social impact characteristics of user-generated content are informational features and Both normative characteristics and purchase intention have a significant positive correlation;(3)Consumer attitudes have a positive impact on consumers' purchase intention;(4)Consumer attitudes mediate between the social impact of user-generated content and purchase intention.Combining the above research results,from the perspective of the social impact of user-generated content in a social business environment,we provide certain suggestions for social business enterprise marketers: we must build a consumer communication platform to promote consumers 'purchase intentions,and give full play to the platform 's“ opinion leader "'S social impact,continuously enhancing user interaction,encouraging original information,and at the same time strengthening the classification of information to increase users' willingness to share.