UGC信息类型及发布者头像对其他用户购买意愿的影响——基于社会化电商小红书社区的研究

Impact of UGC Information Type and Poster’s Avatar on Other Users’Willingness to Purchase:Based on the Atudy of Socialized e-commerce Xiaohongshu

社会化电商社区包含着丰富的用户生成内容,通过用户生成内容的生成、分享和传播,影响用户的购买意愿。从小红书社区“带货”现象出发,以心理距离理论为视角,探究具有不同信息类型的用户生成内容对其他用户购买意愿的影响,并且研究拥有肖像类头像的发布者特征的调节作用。通过实验研究发现,在社会化电子商务社区中,体验型用户生成内容对其他用户购买意愿具有正向的影响,且用户感知心理距离产生中介作用,对于以肖像形象作为头像的发布者而言,这种影响更为显著。

The difference between social e-commerce and traditional e-commerce lies in the rich user-genera ted content,which affects the user's purchase willingness through the generation,sharing and dissemina tion of user-generated content.This paper starts from the phenomenon of getting people to buy in Xiao hongshu community,and explores the relationship between user-gene rated content with different informa tion types and the purchasing intention of other users from the perspective of psychological distance theo ry,and the mediation of publishers characteristics whether using portrait avatars.Through experimental research,it is found that in the socialized e-commerce community,the experience-based user-gene rated content has a positive influence on the purchase intention of other users,and the user perceives the psycho logical distance to mediates for the publisher with the portrait image as the avatar.This effect is even more pronounced.