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 In the "Internet +" environment, the Internet ecology is gradually improving. The e-commerce platform is also more standardized and mature. From the perspective of industry development, the trend of integration of content, social networking and e-commerce has become increasingly apparent. E-commerce and content businesses are accelerating cross-convergence. E-commerce platforms add content modules, while content platforms expand e-commerce business across borders. User Generated Content (UGC) has become a common feature of e-commerce. A large number of UGC community e-commerce came into being. As a leader in the industry, Xiaohongshu APP has more than 300 million users and continues to grow rapidly. In Xiaohongshu APP users use pictures, short videos, and other forms to record their daily life or share experiences, shopping strategies, and so on. The content covers fashion, beauty, food, travel, learning and other fields. The output of UGC solves the problem of information asymmetry in e-commerce transactions. When consumers are shopping online, the way to obtain product information is not limited to the unilateral output of the merchant. Through online reviews and word of mouth, UGC reviews and feedbacks on goods and services, providing valuable reference for potential consumers' purchase decisions according to. This article first defines the concept of UGC. In order to dig the core of UGC, the research on the motivation of UGC is discussed. At the same time, from the perspective of the characteristics of UGC, consumer behavior, and intermediate mechanisms, this article summarizes the relevant application research of UGC and consumer purchase intention. Combined with the analysis of the UGC mode of Xiaohongshu APP, three core characteristics of UGC in this paper are extracted: UGC's credibility, usefulness and influence of opinion leaders. Modifications were made based on the extended model of the Technology Acceptance Model (TAM), and six hypotheses were proposed. The theoretical model and theoretical assumptions of this paper are constructed. Based on the theoretical model and theoretical assumptions, an initial scale of 12 measurement items in 4 dimensions was designed, and the design of the questionnaire was completed. The formal scale was determined after the pretest and the reliability and validity analysis of the pretest samples. ForAbstract IV Xiaohongshu users, 339 questionnaires were collected through online questionnaires, of which 277 were valid. SPSS software was used to perform descriptive statistical analysis, reliability, and validity analysis of the sample data. Factors were explored by principal component analysis, and 4 principal factors with factor loading values greater than 0.5 were extracted. The measurement items are classified according to the proposed factors to obtain a scale. This scale is consistent with the initial scale. Subsequently, confirmatory factor analysis was performed with AMOS software to verify the structural validity, convergence validity, and discriminant validity of the scale. After inspection, the scale has good adaptability, high reliability and good discrimination. Finally, the structural equation model was verified byAMOS software. On the premise of confirming the good fitness of the model, path analysis is used to verify whether the theoretical model and assumptions hold. The verification results show that the credibility of UGC and the influence of opinion leaders have a positive impact on consumers' willingness to buy. At the same time, opinion leader influence has a positive impact on credibility; credibility and opinion leader influence have a positive impact on usefulness. Aiming at the conclusion of the study, combined with the relevant experience of Xiaohongshu APP, finally provide feasible strategies and suggestions from the perspective of the community e-commerce platform and the brand side. Key words: UGC, Credibility, Usefulness, Influence of key opinion leaders, Consumer purchase intention， “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、意见领袖（KOL）...............15 第四节 本章小结...... 15 第三章 小红书发展及 UGC 模式分析....................16 第一节 小红书发展现状......................... 16 一、小红书的发展历程.............16 二、小红书产品功能.................18 第二节 小红书 UGC 模式分析.................19 一、高质量的 UGC 产出.............19目录 VI 二、口碑传播的核心竞争优势.20 第三节 本章小结...... 21 第四章 研究假设与构建模型...22 第一节 构建模型理论............................. 22 一、提炼 UGC 核心特征.............22 二、TAM 模型的扩展模型..........22 第二节 研究假设...... 23 一、UGC 特性：可信度、有用性.............................23 二、意见领袖影响力.................24 第三节 理论模型...... 25 第四节 本章小结...... 25 第五章 问卷调查与数据分析...26 第一节 问卷设计...... 26 一、变量测量............................. 26 二、问卷设计............................. 27 第二节 预测试.......... 27 一、信度分析............................. 28 二、效度分析............................. 28 第三节 问卷发放与数据分析................. 29 一、问卷发放............................. 29 二、数据分析.........