目录
摘要II
关键词II
Abstract...III
引言
一、绪论1
（一）研究背景1
（二）研究内容及方法2
（三）本文创新点2
二、文献综述2
（一）消费者在电商社区平台的购买意愿影响因素2
（二）UGC的质量衡量问题3
（三）总结文献3
三、小红书中UGC的呈现形式、来源及产品推介形式分析..3
（一）小红书中UGC的呈现形式4
（二）小红书中UGC的来源4
（三）小红书中UGC的产品推介形式4
四、UGC对消费者购买行为的影响分析4
（一）确定衡量指标4
（二）问卷设计与发放4
（三）问卷信度检验及效度分析5
1. 信度检验 5
2. 效度分析 5
（四）描述性统计分析6
1. 受访者的基本情况6
2. 用户最偏好的UGC呈现形式10
3. 用户最偏好的UGC来源12
4. 用户最偏好的UGC产品推介形式16
5. 影响消费者购买行为的最主要因素及受访人群的不同购买表现17
五、结论和建议19
（一）结论19
（二）建议20
参考文献21
致谢22
UGC对消费者购买行为的影响——以小红书为例
摘 要
随着网络社区平台的广泛化，用户生成内容逐渐加深了对消费者购买决策的影响程度，使得网络虚拟社区成为一个更令消费者信赖的信息共享平台。在虚拟社区中，用户可以随时随地分享自己对产品的使用心得，也能在虚拟社区中查询到她们感兴趣的产品信息。本文通过文献分析法、调查问卷法和访谈法，以小红书为例，分析了UGC对消费者购买行为的影响。研究发现，小红书中的UGC会促使消费者购买行为的产生，但因不同人群的购买习惯以及喜好不同，UGC的促进作用对不同类型消费者会有些许区别。首先，UGC的呈现形式、来源以及产品推介形式都对用户的购买行为有一定的影响；其次，小红书用户年龄 *51今日免费论文网|www.jxszl.com +Q: ￥351916072￥ 
、性别的不同会使得她们的购买行为受不同因素影响的程度不同；最后，通过创造用户偏好的UGC，能促使购买行为的发生。本研究可以为平台更有针对性地向用户提供精准信息，促进消费者购买行为的发生提供决策依据。
INFLUENCE OF UGC ON CONSUMER BUYING BEHAVIOR: TAKE RED FOR EXAMPLE
ABSTRACT
With the widespread of online community platforms, the influence of usegenerated content on consumers’ purchasing decisions is gradually deepened, making virtual community a more trusted information sharing platform for consumers. In the virtual community, users can share their experience of using products anytime and anywhere, and they can also find the product information they are interested in. This paper analyzes the influence of UGC on consume purchasing behavior through literature analysis, questionnaire and interview, taking RED as an example. The research found that UGC in RED can promote the generation of consumer buying behavior, but the promotion effect of UGC will be slightly different for different types of consumers due to different people’s buying habits and preferences. Firstly, the presentation form, source and product promotion form of UGC all have certain influence on the purchasing behavior of users. Secondly, the age and gender of users of RED will make their purchasing behavior affected by different factors to different degrees. Finally, by creating UGC of user preferences, purchasing behavior can be facilitated. This study can provide the platform with more targeted and accurate information to users and provide decision basis for promoting consumers’ purchasing behavior.
KEY WORDS：UGC(usergenerated content);consumer buying behavior; RED; virtual community

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