I 摘要 在“互联网+”环境之下，互联网生态正在逐步完善。电子商务平台也更加 规范和成熟，从行业发展看，内容、社交、电商融合的趋势愈发明显。电商与内 容业务加速交叉融合，电商平台增加内容模块，而内容平台跨界拓展电商业务。 用户生成内容（UGC）己成为电子商务的一个共同特征。一大批UGC社区电商应运 而生，小红书作为行业佼佼者，用户数已超过3亿，并持续快速增长。在小红书， 用户通过图文、短视频等形式记录生活的点滴或分享使用体验、购物攻略等。内 容设计时尚、美妆、美食、旅游、学习等各个领域。UGC的输出很好地解决了电 商交易过程中信息不对称的问题。消费者在进行网络购物时，获取商品信息的方 式不仅限于商家单方面输出，通过在线评论、口碑等方式，UGC对商品和服务进 行评论、反馈，为潜在消费者的购买决策提供有价值的参考根据。 本文首先对UGC的概念进行界定，为了挖掘UGC的核心，对UGC的动机研究进 行讨论。同时，从UGC的特征、消费者行为、及中间作用机制三个角度，对UGC 和消费者购买意愿的相关应用研究进行总结。结合对小红书UGC模式的分析，提 炼出本文UGC的3个核心特征：UGC的可信度、有用性和意见领袖影响力。在技术 接受模型（TAM）的扩展模型基础上作出修改，提出6个假设。构建了本文的理论 模型及理论假设。根据理论模型与理论假设设计了4个维度12个测量项的初始量 表，并完成调查问卷的设计。在通过预测试及预测试样本的信度、效度分析后确 定正式量表。针对小红书用户，通过线上发放问卷的方式回收问卷339份，其中 有效问卷277份。运用SPSS软件对样本数据进行描述性统计分析、信度、效度分 析。通过主成分分析法探索因子，提取出4个因子载荷值大于0.5的主因子。将测 量项根据提出的因子进行归类，得到量表。该量表与初始量表一致。随后，用AMOS 软件进行验证性因子分析，验证该量表的结构效度、聚敛效度及区分效度。经检 验，量表的适配度良好、信度高、区分度较好。最后，再用AMOS软件进行结构方 程模型验证。在确认该模型适配度好的前提下，通过路径分析，验证理论模型及 假设是否成立。验证结果表明：UGC的可信度、意见领袖影响力对消费者购买意 愿产生积极的影响。同时，意见领袖影响力对可信度产生积极影响；可信度、意 见领袖影响力对有用性产生积极影响。针对研究结论，结合小红书的相关经验， 摘要 II 最后分别从社区电商平台的角度和品牌方的角度提供可行的策略和建议。 关键词：用户生成内容，可信度，有用性，意见领袖影响力，消费者购买 意愿小红书 Abstract III Abstract Inthe"Internet+"environment,theInternetecologyisgraduallyimproving.The e-commerceplatformisalsomorestandardizedandmature.Fromtheperspectiveof industrydevelopment,thetrendofintegrationofcontent,socialnetworkingand e-commercehasbecomeincreasinglyapparent.E-commerceandcontentbusinesses areacceleratingcross-convergence.E-commerceplatformsaddcontentmodules, whilecontentplatformsexpande-commercebusinessacrossborders.UserGenerated Content(UGC)hasbecomeacommonfeatureofe-commerce.Alargenumberof UGCcommunitye-commercecameintobeing.Asaleaderintheindustry, XiaohongshuAPPhasmorethan300millionusersandcontinuestogrowrapidly.In XiaohongshuAPPusersusepictures,shortvideos,andotherformstorecordtheir dailylifeorshareexperiences,shoppingstrategies,andsoon.Thecontentcovers fashion,beauty,food,travel,learningandotherfields.TheoutputofUGCsolvesthe problemofinformationasymmetryine-commercetransactions.Whenconsumersare shoppingonline,thewaytoobtainproductinformationisnotlimitedtotheunilateral outputofthemerchant.Throughonlinereviewsandwordofmouth,UGCreviews andfeedbacksongoodsandservices,providingvaluablereferenceforpotential consumers'purchasedecisionsaccordingto. ThisarticlefirstdefinestheconceptofUGC.InordertodigthecoreofUGC, theresearchonthemotivationofUGCisdiscussed.Atthesametime,fromthe perspectiveofthecharacteristicsofUGC,consumerbehavior,andintermediate mechanisms,thisarticlesummarizestherelevantapplicationresearchofUGCand consumerpurchaseintentionbinedwiththeanalysisoftheUGCmodeof XiaohongshuAPP,threecorecharacteristicsofUGCinthispaperareextracted: UGC'scredibility,usefulnessandinfluenceofopinionleaders.Modificationswere madebasedontheextendedmodeloftheTechnologyAcceptanceModel(TAM),and sixhypotheseswereproposed.Thetheoreticalmodelandtheoreticalassumptionsof thispaperareconstructed.Basedonthetheoreticalmodelandtheoreticalassumptions, aninitialscaleof12measurementitemsin4dimensionswasdesigned,andthe designofthequestionnairewascompleted.Theformalscalewasdeterminedafterthe pretestandthereliabilityandvalidityanalysisofthepretestsamples.For Abstract IV Xiaohongshuusers,339questionnaireswerecollectedthroughonlinequestionnaires, ofwhich277werevalid.SPSSsoftwarewasusedtoperformdescriptivestatistical analysis,reliability,andvalidityanalysisofthesampledata.Factorswereexploredby principalcomponentanalysis,and4principalfactorswithfactorloadingvalues?? greaterthan0.5wereextracted.Themeasurementitemsareclassifiedaccordingto theproposedfactorstoobtainascale.Thisscaleisconsistentwiththeinitialscale. Subsequently,confirmatoryfactoranalysiswasperformedwithAMOSsoftwareto verifythestructuralvalidity,convergencevalidity,anddiscriminantvalidityofthe scale.Afterinspection,thescalehasgoodadaptability,highreliabilityandgood discrimination.Finally,thestructuralequationmodelwasverifiedbyAMOSsoftware. Onthepremiseofconfirmingthegoodfitnessofthemodel,pathanalysisisusedto verifywhetherthetheoreticalmodelandassumptionshold.Theverificationresults showthatthecredibilityofUGCandtheinfluenceofopinionleadershaveapositive impactonconsumers'willingnesstobuy.Atthesametime,opinionleaderinfluence hasapositiveimpactoncredibility;credibilityandopinionleaderinfluencehavea positiveimpactonusefulness.Aimingattheconclusionofthestudy,combinedwith therelevantexperienceofXiaohongshuAPP,finallyprovidefeasiblestrategiesand suggestionsfromtheperspectiveofthecommunitye-commerceplatformandthe brandside. Keywords:UGC,Credibility,Usefulness,Influenceofkeyopinionleaders, Consumerpurchaseintention，“Xiaohongshu”APP 目录 V 目录 摘要...........................................................................................................II Abstract.................................................................................................III 第一章绪论.............................................................................................1 第一节研究背景.....................................................................................................1 第二节研究意义.....................................................................................................2 一、理论意义............................................................................................................................2 二、现实意义............................................................................................................................3 第三节研究思路与研究内容.................................................................................3 第四节研究方法.....................................................................................................5 第五节本文创新点.................................................................................................5 第二章文献综述与相关理论.................................................................7 第一节UGC概念、动机的相关研究......................................................................7 一、用户生成内容的概念........................................................................................................7 二、创建用户生成内容的动机................................................................................................9 第二节用户生成内容（UGC）与消费者购买意愿的相关研究.........................10 一、用户生成内容（UGC）的特征为角度的相关研究.......................................................10 二、消费者行为为理论基础的相关研究..............................................................................11 三、用户生成内容对消费者购买意愿影响的中间作用机制.............................................13 第三节其它相关理论...........................................................................................13 一、技术接受模型（TAM）....................................................................................................13 二、消费者购买意愿..............................................................................................................14 三