Study On The Influence Of Usergenerated Content Of Social Ecommerce On Consumers’ Purchase Intention

In the context of the rapid development of Internet technology and the rise of the concept of Web 2.0,various types of e-commerce platforms are increasingly competitive.Consumers are increasingly demanding online shopping experience,and some traditional e-commerce can not continue to attract consumers effectively.Usergenerated content(UGC)emerged as a new way for users,many social e-business platforms adapt to the constantly updated business environment by leveraging the advantages of their User-Produced Content(User Generated Content)model.Although the current social e-commerce platform UGC model has been promoted in practice,its still lack of empirical support for the impact of consumer behavior.More effective use of user-generated content and grasp the impact on user behavior mechanism,It can provide references and suggestions for improving the market competitiveness of social e-commerce platforms,and provide theoretical basis for expanding the scope of research on the impact of UGC model on consumers’ cognition,attitude and behavior.In this paper,we choose Xiaohongshu,a typical social e-commerce platform for user-generated content,to extract two representative characteristics of user-generated content: interactive and timely.Combining Stimulus-Organism-Response theory(SOR)and Technology Acceptance Model(TAM),perceived usefulness is taken as another representative feature of user-generated content,that is,interactivity,timeliness and perceived usefulness are used as independent variables of the model.Taking credibility and influence of opinion leaders as moderating variables,this paper explores the influence of user-generated content on consumers’ purchase intention from the perspective of credibility of information acceptance and influence of opinion leaders from the perspective of information provision.In this paper,seven hypotheses are proposed and a questionnaire is designed to investigate and analyze.Descriptive metaanalysis,reliability test and construct validity test were carried out on 764 valid questionnaires collected by SPSS25.Aggregation validity and discriminant validity were tested by AMOS24 software.After confirming the reliability and validity of the questionnaire and data,the main effect was tested by multiple linear regression,and the adjustment effect was checked by model 1 of SPSS process.The results show that interactivity,timeliness,and perceived usefulness have significant positive effects on consumers’ purchase intention.Credibility has a significant positive moderating effect on the influence of interactivity,timeliness,and perceived usefulness on consumers’ purchase intention.The influence of opinion leaders has a significant positive moderating effect on the influence of perceived usefulness on consumers’ purchase intention.Starting from the characteristics of usergenerated content,the study tries to explore the influence of user-generated content’s interactivity,usefulness and perceived usefulness on consumers’ purchase intention,and test the moderating effect of credibility and opinion leaders’ influence.This study not only expands SOR theory and TAM model,enriching relevant studies on the characteristics of user-generated content,but also provides new ideas for reducing the psychological distance between consumers and platforms,improving consumers’ purchase intention,and promoting e-commerce platforms to better enhance user stickiness and realize traffic.