UGC对消费者购买意愿的影响

Influence of UGC on Consumers’Purchasing Intention

针对用户生成内容(UGC)对消费者购买意愿产生的影响进行探究,找出了实际运营过程中出现的问题,并提出了解决方案。对青年人群的社交媒体使用情况及影响青年人群购物的因素进行了分析,发现有超过70%的青年人群会和朋友分享自己所知道的产品信息,而且非常重视网上论坛的意见和经验,使得信息传递的速度越来越快。UGC因为其独特的互动性与信息的传播性而对用户产生了深远影响。信息的传播者要积极提高信息的时效性与自身的品牌影响力,使有相同价值观或相同需求的受众能够更好地接受传播的信息,从而更好地刺激用户消费。

We research the influence of UGC on consumers’purchasing intention,find the problems of operation practice,and propose countermeasures.We analyze the young people’s utilization situation of social contact media and its influence factors on young people’s purchasing,and find that over 70%young people share the product information they know,that they focus on the opinion and experience on the internet forums,so that the speed of information passing rate becomes faster and faster.Because of the unique interactivity and information transmission,UGC has deep influence on users.Information transmitters should actively improve the timeliness of information and the influence of its own brand.In this way,the receivers who have the same value and demand can better receive the information,and the users’consumption can be better stimulated.