Research On The Influencing Factors Of Cross-Border E-Commerce Consumers'Purchasing Intention Based On UGC

Based on the emergence of web2.0,UGC(User Generated Content,User Produced Content)is also accessible to consumers.At the same time,UGC is also an important factor affecting consumers' buying behavior.UGC community e-commerce has become the direction of many enterprises' transformation.Traditional e-commerce is transforming to UGC attributes,but in the actual process of transformation,there are many difficulties.There is little integration of UGC and cross-border e-commerce,so it is impossible to really use UGC to drive the development of cross-border e-commerce.In 2013,the UGC community shopping and sharing website "Xiaohongshu" was listed.After more than five years of development under its high-quality content-oriented and community-based operation,its number of users has reached 200 million,while it also has e-commerce attributes.Therefore,the results of this study can provide feasible strategies and suggestions for the practice of UGC community e-commerce,and have the potential for the transformation and sustainable development of UGC community.More practical and far-reaching significance.After defining the theme of the study,this paper combs the research on consumer network trust,the influence factors of UGC on consumer trust and consumer behavior in cross-border e-commerce based on UGC.Ten hypotheses are proposed based on UGC,TRA(Rational Behavior Theory)and TAM(Technology Acceptance Model).This paper constructs a model of influencing factors of cross-border e-commerce consumers' purchase intention based on UGC.Based on this,the scale of this study was designed,and the data of this study were obtained through the process of pre-test,pre-test analysis,perfection of the questionnaire,determination of the questionnaire,large-scale delivery of the questionnaire,and questionnaire recovery.There are 44 questions in this questionnaire.After two weeks,221 questionnaires were collected,of which 215 were valid.The recovery data are analyzed by SPSS and AMOS respectively,and the conclusion that the conceptual model of this study is basically established is obtained.And on this basis,it gives some concrete feasible suggestions on the practice of UGC community e-commerce.UGC community e-commerce should take UGC as its foundation,pay attention to the standardization and management of content;optimize and simplify product functions to better operate functions;strengthen social attributes,introduce social elements,increase userstickiness;and constantly optimize the selection system of community "reach people".From the above to improve user stickiness and user trust,which will have a more positive impact on UGC community e-commerce.