用户生成内容(UGC)对用户消费行为影响研究--以小红书为例

Research on the Impact of UGC on Consumer Behavior--Taking Xiaohongshu as an Example

随着网络的高度普及和高速发展,"社区+电子商务"作为运营模式的社交平台正逐渐走向成熟。小红书作为用户生成内容(User Generated Content,UGC)的典型代表,拥有3亿粉丝,但研究基本停留在"口碑营销"阶段。本研究以小红书为例,探讨了UGC平台对用户消费行为的影响因素,以计划行为理论为理论基础,提出了8项相关影响因素假设并构建了模型。针对这8项假设,进行了问卷调查,并采用回归分析进行了假设检验。研究结果表明,在这8项相关影响因素中,外界影响、物流的可靠性、小红书的娱乐性对用户的消费行为产生了正向的显著影响。根据研究结果,提出了小红书等UGC导向的电商平台,并提出了可行的对策及建议。

Now,with the high popularity and rapid development of the network,"community+e-commerce"as a social platform of operation mode is gradually becoming mature.As a typical representative of UGC,little red book has 300 million fans,but the research basically stays in the stage of"word-of-mouth marketing".By taking Little Red Book as an example,this study discussed the influencing factors of the UGC platform on users'consumption behavior,and based on the theory of planned behavior,put forward eight hypotheses and constructed a model.According to the eight hypotheses,a questionnaire survey was conducted and a regression analysis was used to test the hypotheses.The results show that among the eight hypotheses,the external influence,the reliability of logistics and the entertainment of little red book have a significant positive impact on the consumer behavior.According to the research results,this study proposed UGC oriented e-commerce platforms such as Little Red Book,and put forward feasible countermeasures and suggestions.