A Study On The Impact Of UGC Text Types On Impulse Consumption Intention In Social E-commerce

In recent years,with the continuous integration and development of e-commerce and social media,social e-commerce,as a social transaction mode based on interpersonal trust has become an important form of e-commerce.A good online community environment experience and rich user-generated content(UGC)attract more and more users and businesses to participate in community contributions.UGC text types included on social e-commerce vary widely.Users(UGC publishers)like to use different words and languages when publishing UGC due to differences in personal habits and expression purposes.Therefore,even if consumers(information readers)read the UGC related to the same product,they may have different attitude changes,which may have an impact on impulsive consumption intentions.Impulsive consumption is a common irrational consumption behavior.Many literatures have discussed the impact of UGC texts on consumers' impulse consumption intentions or behaviors from the perspectives of text quality,text sentiment,and text content.However,there is a lack of research from the perspective of text type in existing literatures.Based on this,this article discusses the difference in the impact of different UGC text types on impulse consumption intentions,and the mediating effect of perceived value in the influence path.This paper uses a combination of literature research and empirical research.First,the current research status of UGC,impulsive consumption and perceived value is reviewed.Based on existing research,the intermediate variable perceived value is divided into product perceived value,emotional perceived value and image perceived value.Secondly,according to the Speech Act Theory(SAT),the text type is divided into explanatory text,emotional text and recommended text,and the research model is proposed based on the S-O-R framework.Third,three types of UGC text materials were selected from the Xiaohongshu APP,and participants were invited to fill in the questionnaire after reading materials,and a total of 274 valid data were collected through online distribution and recycling.Finally,hierarchical regression method and the intermediary effect test method were used to validate the research hypothesis and obtains the following research conclusions:(1)Explanatory texts,emotional texts and recommended texts all have a positive impact on impulse consumption intentions,of which recommended texts have the greatest influence on impulse consumption intentions.(2)Product perceived value has a partial mediating effect between the explanatory text and the impulse consumption intention.Image perceived value have a partial mediating effect between the recommended text and the impulse consumption intention.However,perceived value(product perceived value,emotional perceived value and image perceived value)have no mediating effect between the emotional text and the impulse consumption intention.According to the research findings,this article also puts forward corresponding management suggestions from the perspectives of users,merchants,and platforms,and discusses the limitations of the research and the future prospects.