Study On The Influence Of Mobile Short Video User Generated Content On Consumers’ Purchase Intention

With the development of Internet technology,people’s living habits are completely different from the past.In addition to the sudden outbreak of the epidemic,the digital economy has become the main pillar of economic growth.More and more people start online shopping.Due to the inability to see physical goods during online shopping,some businesses have the problem of false propaganda,resulting in the results of online shopping often can’t meet people’s expectations.In order to overcome the shopping risks caused by information asymmetry,people began to look for some content that can reflect the actual situation of the product,and user generated content has gained the trust of the majority of consumers.In recent years,the mobile short video platform,as an emerging social media,has developed rapidly with its characteristics of wide audience,fast dissemination and more in line with people’s fragmented reading habits.In addition to watching the short video content published by other users,more and more people are willing to shoot and publish short videos,one of which is about the experience of consumers’ buying and using products.This kind of short video will help other users understand the product or brand,help other users make better purchase decisions,and reduce the losses caused by information asymmetry.This type of short video is the focus of this paper.At present,the research on user generated content at home and abroad is still at the initial stage,and the research results combining short video and user generated content are fewer.Therefore,this paper explores the relationship between the characteristics of mobile short video user generated content and consumers’ purchase intention,in order to enrich the relevant theoretical results.After sorting out and summarizing the existing research results,this paper summarizes the five dimensions of user generated content based on the characteristics of mobile short video user generated content: information quality,product information interactivity,emotional polarity,publisher professionalism,and interpersonal interaction.It also introduces mental imagery and social presence as mediating variables to explore the impact of user generated content on consumers’ purchase intention.This study uses the questionnaire method,and uses two statistical analysis software,AMOS 26.0 and SPSS 27.0,to analyze the data,construct the structural equation model and test the hypothesis.The following conclusions are drawn from this paper:(1)The five dimensions of user generated content have a significant positive impact on consumers’ purchase intention;(2)The five dimensions of user generated content have a significant positive impact on mental imagery;(3)The information quality,emotional polarity,publisher professionalism and interpersonal interaction of user generated content have a positive impact on social presence,but the product information interaction has no significant impact on social presence;(4)Mental imagery and social presence have significant positive effects on consumers’ purchase intention;(5)Mental imagery plays a partial mediating role between the five dimensions of user generated content and consumers’ purchase intention;(6)Social presence plays a partial mediating role between the four dimensions of user generated content: information quality,emotional polarity,publisher professionalism,and interpersonal interaction,and consumers’ purchase intention.But the mediating role between product information interactivity and consumers’ purchase intention is not significant;(7)Self-consistency plays a positive moderating role between mental imagery,social presence and consumers’ purchase intention;Finally,based on the empirical research results,this paper puts forward some management inspiration to help businesses or enterprises,mobile short video platforms develop correct marketing or public relations programs,make full use of the characteristics of user generated content to improve the conversion rate of consumers,and maximize the value of user generated content.