The influence of UGC features on consumers' purchase intention in social e-commerce platforms: Taking Xiaohongshu as an example
DOI:
https://doi.org/10.54097/g7kyj908Keywords:
UGC; Social e-commerce; Purchase intention; SOR theory.Abstract
With the rapid development of social e-commerce, content-based social e-commerce platforms have become one of the main channels for consumers to obtain information. And this social e-commerce platform relies on user generated content to convey valuable information to users. The relationship between user generated content and user purchase intention is still a question worth exploring. This article starts from an empirical perspective and studies the mediating variables between UGC text features and consumer purchase intention in social e-commerce platforms. Based on speech act theory (SAT) and receptor stimulus response theory (SOR), research hypotheses are proposed, with perceived value, perceived risk, and perceived interest as mediating variables. By using AMOS to construct a structural effects equation for verification, it is concluded that UGC text features can positively affect perceived value, perceived risk, perceived interest, and have an effective impact on purchase intention.
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