社会化电商UGC模式对大学生购买决策影响研究

Research on the Influence of Socialized E-commerce UGC Model on College Students'Purchase Decision

随着越来越多的消费者乐意在线上主动分享,形成了一种日益良好的社会化分享氛围,以用户为中心的社会化电商模式逐渐成为了网络购物的新趋势。在此背景下,本研究以“小红书”为例,通过实证研究方法探究UGC模式对大学生购买行为的影响。研究发现:在社会化电商中,内容的质量与数量、用户互动的频率、社区内容者的专业能力以及感知风险对其大学生购买行为有积极影响:内容共享过程内容的详细程度进一步影响用户购买意愿。最后在实证结论分析的基础上,建议平台监管内容的真实性和可靠性,鼓励用户参与价值共创;同时,建议用户与商家进行频繁的交流互动,提高发布信息的质量,扩大UGC特性。

As more and more consumers arc willing to actively share online,an increasingly good social sharing atmosphere has formed,and the user-centered social e-commerce model has gradually become a new trend in online shopping.In this context,this study takes"Xiaohongshu"as an example to explore the influence of UGC model on college students'purchase behavior through empirical research methods.The study found that in social e-commerce,the quality and quantity of content,the frequency of user interaction,the professional ability of community content creators,and the perceived risk have a positive impact on the purchase behavior of college students.Meanwhile,the level of detail of content in the content sharing process further affects the purchase intention of users.Finally,based on the analysis of empirical conclusions,it is suggested that the authenticity and reliability of platform supervision content should be ensured and users should be encouraged to participate in value co-creation.At the same time,it is recommended that users and merchants conduct frequent communication and interaction,improve the quality of published information,and expand UGC features.