The Impact Of Self-Disclosure In UGC On Consumers Online Purchasing Intention

With the rapid development of social e-commerce,consumers have changed from passive information receivers to active information creators and communicators,user-generatedcontent(UGC)has become an important attribute of social e-commerce,and has also attracted wide attention of academic.However,due to the fact that social e-commerce is an emerging business model,the research on the important characteristics of UGC is still in the exploratory stage,the existing research at home and abroad is only for the general characteristics of UGC such as online word-of-mouth and review,to study the customer's behavioral intentions,there is no or little involvement in the impact of different forms of self-disclosure in UGC on consumers behavior intention.Therefore,this paper uses empirical research method to explore the influence mechanism of different forms of self-disclosure on consumers' online purchase intention in user generated content and analyze the moderating effect of product familiarity,it not only plays a certain role in supplementing and deepening the development of self-disclosure theory,but also provides decision support for the social business platform to achieve a win-win situation among merchants,customers and platforms through UGC.First of all,the dual mediation theory(DMH)are introduced to lay the theoretical foundation of this study,and systematically collates the domestic and foreign literature related to this study from the aspects of the impact of UGC,UGC and self-disclosure,the impact of self-disclosure,on the basis of summarizing the existing results the independent variables of this paper are proposed,and through the literature review of para-social relationship,perceived value and product familiarity,the research model of this paper is constructed and the connotation of model variables is defined,puts forward corresponding research hypothesis,designs corresponding measurement items and determines the final questionnaire through pre-survey.Secondly,the method of PLS-SEM was used to analyze 356 valid questionnaires collected online,including descriptive statistical analysis,reliability and validity test analysis and structural model test estimation,the analysis results show that:(1)personal self-disclosure and product evaluation self-disclosure will positively influence consumers' perception of the value and the para-social relationship with creators;(2)perceived value and para-social relationship will positively affect users' purchase intention;(3)the influence of product familiarity on consumers is analyzed and compared,founding that different forms of selfdisclosure in UGC have stronger impact on consumers' value perception and para-social relationship in the case of low product familiarity than in the case of high product familiarity.Then,based on the main conclusions of the research and analysis,the management inspiration of using UGC for marketing are proposed: on the one hand,for enterprises,they should help them choose appropriate bloggers to cooperate according to the persuasive power and parasocial relationship of UGC creators through different forms of self-disclosure on social platforms,expected them to attach great importance to maintaining social interaction with their acquired followers in order to build stronger para-social relationship,on the other hand,for bloggers who want to adopt more persuasive strategies when creating product content and cooperating with brands,in addition to disclosing the product information to the audience in detail,they also present the real self-information to the audience,enhance the audience's value perception and close the relationship distance with the audience.At the same time,in this paper,there are still some deficiencies in the research process,such as no subdivision of product categories,finally,some suggestions for UGC research in the future are put forward.