Research on the Impact of UGC Quality on Consumers’ Purchase Intention
DOI:
https://doi.org/10.54097/fbem.v7i3.5267Keywords:
short video, User- Genrated Content (UGC), Consumers, Purchase intention.Abstract
As the key engine of Internet shopping, online consumer groups in the 5G era has been increasing in recent years, making consumption behavior on Internet a new form of market development. According to the data of China’s Internet Development Status, by 2021, the number of Internet users in China has risen to 1.033 billion, and there are more than 2,000 5G+ industrial network projects under construction, of which the application rate of short video is as high as 90.6%. It can be seen that Internet retail is the current form of market economic development. TikTok, Micro videos, Huoshan short videos, etc. account for half of the short video marketing. The regular operation of the social economy in the face of the COVID-19 outbreak is encouraged by this new form of internet economy, which attracts consumers and encourages purchasing online. This study explains the quality of User-Generated Content (UGC) and examines its impact on consumers’ purchase intentions through a questionnaire poll.
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