The Interactive Effect Of UGC Information Types And Product Types On Users' Purchase Intention In Social E-commerce Communities

With the continuous development of social e-commerce,lots of new e-commerce community platforms have emerged,such as Xiaohongshu,which have strong ability to “Persuade You to Buy”.The difference between social e-commerce and traditional ecommerce is that it is accompanied by rich user-generated content and frequent communication between users.Through the generation,sharing and dissemination of user-generated content,it affects the user's purchase intention and consumption behavior.Based on the business practice of Xiaohongshu community,this paper explores the relationship between user-generated content with different information types and other users' purchase intentions according to different product types from the perspective of psychological distance theory,and studies the moderation of publisher's portrait presentation feature and viewer's affect intensity characteristics.Through experimental research,it is found that the type of information generated by user-generated content and the type of product have an interaction with the willingness to purchase,and the perceived psychological distance of the user has a partial mediation effect.Meanwhile,in the social e-commerce community,the publisher chooses to present a personal portrait in the user-generated content of the recommended product,which plays a role in moderation the effect of the emotional information content.For the user who browses the content,the individual's affect intensity characteristics can play a certain role in moderation the recommendation effect of the hedonic product,and the high affect intensity user group is particularly susceptible to the emotional user-generated content.Finally,this paper proposes suggestions for platform managers based on the commercial practices of social e-commerce.