UGC社区购物网络对用户购买意愿的影响——以小红书为例

The Effect of UGC Community on Consumers'Purchase Intention:A Case Study of Red

基于互联网与信息技术飞速发展这一现实依据,网络在人们日常生活中所扮演的角色与人们的亲密度日益增高。文中旨在研究UGC社区购物网络对用户购买意愿的影响,以小红书app为具体研究对象,结合现有S-O-R模型相关理论与小红书app的实际情况构建出研究的理论模型。实证结果表明,小红书社区平台与用户间的人际互动、分享者与普通用户间的关系认同和关系强度、用户的信任度感知以及有用性感知都对其购买意愿存在显著的正向影响,而平台的展示和系统要素以及分享者是否专业对用户购买意愿几乎没有影响。基于本次实证分析结果,对小红书app提出一些建议。

Based on the rapid development of Internet,the role of network in people's daily life and people's intimacy are increasing.The purpose of this paper is to study the impact of UGC community shopping network on users'purchase intention.Taking Red as the specific research object,combining the existing S-O-R model theory with the actual situation of Red,the theoretical model of this study is constructed.The results show that the interpersonal interaction,the relationship identity and strength,users'trust perception and usefulness perception have positive effects on their purchase intention,while the display of platform and system elements as well as whether the sharers are professional or not have little effect.Based on the analysis results,this paper puts some forward suggestions for Red.