Abstract
The Little Red Book App is a typical representative of User-Generated Content (UGC) platform in China, being well-known to the public for its unique sharing function. In this app, numerous users sharing content related to commuting clothing. However, there are very few research on the consumption intention of commuter pants consumers on the UGC platform. This study examines how UGC on the Little Red Book APP influences users' consumption willingness, using the 100 top commuter pants notes about popular commuter pants content as experimental subjects from the Little Red Book platform. Text analysis and network research are conducted based on data collected from Little Red Book open API Dandelion platform. information quality, visual experience and KOL influence significantly influence consumers' purchase intention. This study summarizes the common denominator of the most popular notes for relevant search terms from multiple perspectives and provides insights into how to utilize UGC and KOLs marketing to stimulate consumption desire and promote product sales. Based on the research results, corresponding feasible suggestions have been proposed for UGC e-commerce platforms, brands, and KOLs.
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