Research On The Impact Of User Generated Content(UGC) On Cross Border E-Commerce Purchasing

In recent years,the cross-border e-commerce industry,as a new form of foreign trade with the fastest development speed in China,has become a new driving force for the development of foreign trade,a new channel for transformation and upgrading,and a new starting point for high-quality development.The emergence of cross-border e-commerce communities provides consumers with a platform to share experience and knowledge on the Internet.Because of the remote international distance,consumers cannot directly experience the goods.UGC(User Generated Content)has become the first-hand information that many consumers refer to and rely on.UGC has become an important factor affecting consumers’ purchase intention.Through the survey of the introduction of the cross-border e-commerce platform "Xiaohongshu" APP and the third-party data platform,this paper preliminarily determines that UGC affects the user’s psychology,and then uses the web crawler tool to crawl the Xiaohongshu APP note feature data,classifies the note features through the 7W theory of communication,standardizes the data cleaning,and uses the entropy weight algorithm model to weight,remove the low-quality features,and finally determines the independent variables as UGC’s performance,popularity Dispute degree,KOL degree and knowledge degree.Using the iceberg model and SOR model in psychological theory,the purchase psychology of consumers is divided into conscious needs and unconscious needs,and the perceived trust and emotional release are used as intermediary variables respectively,and the consumer’s purchase intention is used as the explained variable.A conceptual model is established and assumptions are put forward.In the stage of empirical analysis,the conceptual model proposed in this paper is basically established through the empirical analysis of questionnaires and SPSS and AMOS tools.On this basis,some specific feasible suggestions on the practice of UGC community e-commerce are given: UGC cross-border e-commerce platform should strengthen the expressiveness of UGC content through various forms,speed up the strength of content review,and prevent false content from affecting user trust.The platform should encourage the sharing of original knowledge,establish comprehensive and diverse platform popular sharing strategies,and strengthen cooperation with all parties.The platform should carefully strengthen the management of the quality of post comments and provide a fair environment for discussion between positive comments and negative comments.While focusing on KOL(key opinion leader),the platform also pays attention to the emotional resonance between KOC(key opinion consumer)and basic users.