Graphic Recommendation Or Short Video Recommendation? The Effect Mechanism Of Recommendation Type On Consumers’ Purchase Intention

With the rise of the social e-commerce model,user generated content has become an important reference for consumers’ online shopping.Xiaohongshu is a typical social e-commerce platform with user generated content as the core.Blogger good content recommendation is one of the important sections of user generated content.Users are often "recommend" to generate purchase behavior due to browsing blog good content recommendations,which shows that blog good content recommendation affects consumers’ purchase behavior to a certain extent.This study selects Xiaohongshu as the research object,and uses Good Things Recommendation as the starting point.Based on information processing theory,media richness theory,perceived value theory,interpretation level theory,and celebrity effect theory,a research model is established.Experimental methods are used to create a real situation.Through questionnaire survey,a questionnaire is designed based on previous research scales and the theoretical model of this study,Selecting sophomores as experimental subjects to participate in the field experiment,this study designed a total of seven field experiments,deductively inferring eight hypotheses,aimed at exploring the mechanism and boundary conditions of different recommendation types(graphic recommendation vs.short video recommendation)affecting consumers’ purchase intention,To verify the mediating effect of perceived value and perceived psychological distance,as well as the moderating effect of blogger identity sources(celebrities vs.plain people)and experiential information disclosure(yes vs.no).Using SPSS26.0 to analyze the effective data collected,the results showed that short video recommendation made consumers have a higher purchase intention than graphic recommendation;Perceived value plays a mediating role between recommendation form and purchase intention,while perceived psychological distance plays a mediating role between recommendation type and perceived value;Blogger identity sources regulate the relationship between recommendation types and perceived value and purchase intention,while experiential information disclosure regulates the relationship between recommendation types and perceived psychological distance.The theoretical contribution of this study is reflected in the existing research mainly focusing on the constituent dimensions and impact effects of user generated content.This study is a comparative study based on the media richness theory from the presentation forms of user generated content(good content recommendation),with the aim of exploring the differential impact of different types of recommendations(graphic recommendation vs.short video recommendation)on consumers’ purchase intentions,From the perspective of consumer psychology,this paper analyzes the internal impact path of recommendation types on consumer purchase intention,and analyzes the impact effect of blogger identity sources as boundary conditions in the path based on celebrity effect.The research conclusions can help broaden the perspective of user generated content research and enrich the relevant theories of blogger impact effects,and provide theoretical guidance for enterprises to conduct product promotion,allowing brands to match appropriate product promoters,taking into account the source of blogger identity,to expand brand impact.