双层过滤与购买转化：平台治理介入下用户生成内容五维质量对社交电商消费者购买行为的结构机制研究
Keywords:
用户生成内容；平台治理；消费者购买行为；社交电商；结构方程模型Abstract
在社交电商迅速崛起的背景下，用户生成内容已成为消费者在认知形成与购买决策过程中最重要的外部信息来源之一。然而，现有研究多集中于信息质量或可信度等单一维度，对UGC多维质量结构的理解仍不够完整，同时也忽视了平台治理在内容筛选、呈现和信任传递过程中的关键作用。基于这一研究缺口，本研究以中国主流社交电商用户为对象，围绕信息质量、可信度、互动质量、呈现质量与情绪唤起合理性五个维度构建了UGC质量结构，并将平台治理纳入模型，与消费者购买行为一起构建综合性结构方程模型。通过对445份有效样本的分析，本研究发现信息质量、可信度、互动质量和呈现质量均能显著促进消费者的购买行为，而情绪唤起合理性未表现出显著影响；此外，平台治理在信息质量、可信度和呈现质量的影响路径中发挥显著的中介作用，凸显治理体系在内容可信度传递和曝光机制中的基础性功能。研究结果不仅补充了UGC多维结构的理论讨论，也揭示了平台治理在社交电商情境下的制度性影响机制，并为平台在内容治理、算法优化和用户信任构建方面提供了具有实际价值的参考。
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Copyright (c) 2026 淦伟翔 , 肖梦非 , 岳秋荧 , 陈思昆 , 宋小琳
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