Research On The Impact Of User Generated Content(UGC) On Consumers' Purchasing Intention

In the "Internet +" environment,the Internet ecology is gradually improving.The e-commerce platform is also more standardized and mature.From the perspective of industry development,the trend of integration of content,social networking and e-commerce has become increasingly apparent.E-commerce and content businesses are accelerating cross-convergence.E-commerce platforms add content modules,while content platforms expand e-commerce business across borders.User Generated Content(UGC)has become a common feature of e-commerce.A large number of UGC community e-commerce came into being.As a leader in the industry,Xiaohongshu APP has more than 300 million users and continues to grow rapidly.In Xiaohongshu APP users use pictures,short videos,and other forms to record their daily life or share experiences,shopping strategies,and so on.The content covers fashion,beauty,food,travel,learning and other fields.The output of UGC solves the problem of information asymmetry in e-commerce transactions.When consumers are shopping online,the way to obtain product information is not limited to the unilateral output of the merchant.Through online reviews and word of mouth,UGC reviews and feedbacks on goods and services,providing valuable reference for potential consumers' purchase decisions according to.This article first defines the concept of UGC.In order to dig the core of UGC,the research on the motivation of UGC is discussed.At the same time,from the perspective of the characteristics of UGC,consumer behavior,and intermediate mechanisms,this article summarizes the relevant application research of UGC and consumer purchase intention.Combined with the analysis of the UGC mode of Xiaohongshu APP,three core characteristics of UGC in this paper are extracted:UGC's credibility,usefulness and influence of opinion leaders.Modifications were made based on the extended model of the Technology Acceptance Model(TAM),and six hypotheses were proposed.The theoretical model and theoretical assumptions of this paper are constructed.Based on the theoretical model and theoretical assumptions,an initial scale of 12 measurement items in 4 dimensions was designed,and the design of the questionnaire was completed.The formal scale was determined after the pretest and the reliability and validity analysis of the pretest samples.ForXiaohongshu users,339 questionnaires were collected through online questionnaires,of which 277 were valid.SPSS software was used to perform descriptive statistical analysis,reliability,and validity analysis of the sample data.Factors were explored by principal component analysis,and 4 principal factors with factor loading values ??greater than 0.5 were extracted.The measurement items are classified according to the proposed factors to obtain a scale.This scale is consistent with the initial scale.Subsequently,confirmatory factor analysis was performed with AMOS software to verify the structural validity,convergence validity,and discriminant validity of the scale.After inspection,the scale has good adaptability,high reliability and good discrimination.Finally,the structural equation model was verified by AMOS software.On the premise of confirming the good fitness of the model,path analysis is used to verify whether the theoretical model and assumptions hold.The verification results show that the credibility of UGC and the influence of opinion leaders have a positive impact on consumers' willingness to buy.At the same time,opinion leader influence has a positive impact on credibility;credibility and opinion leader influence have a positive impact on usefulness.Aiming at the conclusion of the study,combined with the relevant experience of Xiaohongshu APP,finally provide feasible strategies and suggestions from the perspective of the community e-commerce platform and the brand side.