Research On The Influence Of UGC Community Network Word Of Mouth On Consumer Brand Choice

In the era of Web 2.0,the convenience and interoperability of the network make consumers rely more and more on the network to obtain the required commodity information when making brand selection,and they will actively share their own commodity purchase or use experience.The face-to-face oral communication between traditional people is replaced by the online oral communication in the form of words,pictures,videos and so on.In recent years,the rise of UGC community has made the rapid development of online word-of-mouth.Its marketing value has not only attracted the attention and favor of many brands,but also become a hot research topic in the field of marketing in the theoretical circle.In this context,from the perspective of consumers,this study takes UGC community users as the research object to explore the influence mechanism of online reputation on consumer brand selection in UGC community environment.The main contents of this paper are as follows: first,by combing the relevant literature at home and abroad,the factors of online reputation sharers are divided into three dimensions: the professional,relationship strength and homogeneity of sharers,and the characteristics of online reputation are divided into three dimensions: the quality,quantity and direction of Online reputation.At the same time,the independent website credibility is included,in addition,the consumer perception is also included As an intermediary variable,consumer perception is divided into two dimensions:consumer trust perception and consumer usefulness perception.Based on this,the theoretical model of this study is constructed and 22 research hypotheses are put forward.Then,this study used SPSS to collect 286 valid questionnaires 23.0 conduct reliability and validity test,correlation analysis,regression analysis and intermediary function test.The specific analysis results are as follows: the professionalism,homogeneity,website credibility,online reputation quality,online reputation quantity and online reputation direction of the sharers have significant positive impact on consumer trust perception and consumer usefulness;consumer trust perception andconsumer usefulness Knowledge has a significant positive impact on consumer brand choice,and all of them play a part of intermediary role in the positive impact of the professional,homogeneity,website credibility,online reputation quality,online reputation quantity and online reputation direction on consumer brand choice.Finally,this study puts forward three feasible suggestions on how to improve the enthusiasm of users to participate in online word-of-mouth sharing,and points out the shortcomings of this study and the future research direction.There are two innovations in this study: first,taking UGC community users as the research object,this paper explores the impact of various dimensions of online word-of-mouth on consumer brand choice;second,it brings website credibility into the dimension of online word-of-mouth,introduces consumer perception,and analyzes the intermediary of two dimensions of consumer perception in the impact of online word-of-mouth on consumer brand choice The effect enriches the theoretical research on the influence of UGC social network word-of-mouth on consumer brand choice.