 An Empirical Study on the Formation Mechanism and Influencing Factors of Rednote Users' Consumption Tendency Driven by UGCNa Tang and Qing Luo GBP Proceedings Series, 2025, vol. 10, issue None, 1-12 Abstract: The Web2.0 era emphasizes user participation and interaction, which provides a solid technical foundation for the rise of UGC. This study takes Rednote as a representative of community e-commerce and adopts an empirical research method to explore the formation mechanism and influencing factors of users' consumption tendency driven by UGC. Based on the consumption value model, SOR model and technology acceptance model, this paper constructs the research framework. The core variables were determined through a literature review, and data were collected using structured questionnaires with gradient scaling. Statistical analysis software SPSS26 was used for data analysis. The research shows that community interaction, product interactive sharing, and brand operation have significant positive effects on user perception (0.9177, 1.1058, and 0.8476, respectively). However, user perception does not have a significant direct effect on purchase intention, suggesting that other mediating factors may exist in the decision-making process. The research finds that Rednote platform may have problems such as insufficient personalized recommendation, and this paper puts forward specific suggestions. Keywords: UGC; Rednote; consumption tendency (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:axf:gbppsa:v:10:y:2025:i:none:p:1-12 Access Statistics for this article More articles in GBP Proceedings Series from Scientific Open Access Publishing |
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