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
关键词:
用户生成内容；平台治理；消费者购买行为；社交电商；结构方程模型摘要
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。
参考
[1] Jia, Y., Feng, H., Wang, X., & Alvarado, M. (2023). Customer reviews or vlogger reviews? The impact of cross-platform UGC on the sales of experiential products on e-commerce platforms. Journal of Theoretical and Applied Electronic Commerce Research.
[2]Alamyar, I. H. (2025). The role of user-generated content in shaping consumer trust: A communication psychology approach to e-commerce. Medium.
[3] Li, S., Abas, W. A. B. W., & Alwie, A. (2025). Exploring the impact of source credibility on coffee purchase intention through attitude toward UGC: A study on Xiaohongshu. Studies in Media and Communication.
[4] Zhang, N., & Hu, W. (2024). Do psychological ownership and communicative presence matter? Examining how user-generated content in e-commerce live streaming influences consumers’ purchase intention. Behavioral Sciences, 14(8).
[5] Zhang, Y. (2024). The influence of UGC features on consumers’ purchase intention in social e-commerce platforms: Taking Xiaohongshu as an example. Highlights in Business, Economics and Management.
[6] Hadi, S., Prabowo, W., Aziz, N. A., Marwin, S., & Murad, A. (2025). Social media communication & information adoption: An implication of luxury accommodation consumption behavior among consumers. Journal of Information Systems Engineering and Management.
[7] Dat, H., & Hoang, M. (2025). User-generated content, online trust, and purchase intention: An empirical study of social commerce platforms. Jurnal The Messenger.
[8] Ho, C.-I., Liu, Y., & Chen, M.-C. (2024). Assessment of customers' evaluations of service quality in live-streaming commerce: Conceptualizing and testing a multidimensional and hierarchical model. Information, 15(9), 510.
[9] Min, Y., & Tan, C. C. (2023). Bibliometric knowledge mapping of consumers’ inferring shopping experience in live e-commerce platform on data mining. Environment and Social Psychology.
[10] Song, Y., & Kong, Y. (2024). Tripartite evolutionary game analysis of product quality supervision in live-streaming e-commerce. Mathematics.
[11] Liu, L. (2025). Marketing to Chinese millennials: An examination of the effectiveness of UGC marketing on RED. International Journal of Innovative Research and Scientific Studies.
[12] Naruetharadhol, P., Wongsaichia, S., Pienwisetkaew, T., Schrank, J., Chaiwongjarat, K., Thippawong, P., & Ketkaew, C. (2023). Consumer intention to utilize an e-commerce platform for imperfect vegetables based on health-consciousness. Foods.
[13] Mahbob, N. N., Bawazir, A. A., & Hasim, M. (2024). The mediating role of trust in shaping consumer purchase intentions on TikTok Shop: Insights from Johor, Malaysia. International Journal of Academic Research in Business and Social Sciences.
[14] Li, S., Liu, F., Zhang, Y., Zhu, B., Zhu, H., & Yu, Z. (2022). Text mining of user-generated content (UGC) for business applications in e-commerce: A systematic review. Mathematics.
[15] Zhang, Y. (2025). Research on the impact of user-generated content (UGC) on sales performance on e-commerce platforms. E-Commerce Letters.
##submission.downloads##
已出版
##submission.howToCite##
期
栏目
##submission.license##
##submission.copyrightStatement##
##submission.license.cc.by4.footer##For all articles published in Axon Academic Publishing Institute journals, copyright is retained by the authors. Articles are licensed under an open-access Creative Commons CC BY 4.0 license, meaning that anyone may download, read, reuse, and quote the paper for free, provided that the original published version is cited. This ensures that the work receives maximum use and exposure, while giving proper credit to the authors.
In exceptional circumstances, articles may be licensed differently. If you have specific conditions (such as those related to funding) that prevent using this license, please notify the journal’s editorial office during submission. Exceptions will be considered at the publisher's discretion.
