Influence of user-generated content characteristics on consumers' purchase intention taking "xiaohongshu" as an example

Xiaohongshu is one of the social e-commerce platforms based on user-generated content, which has attracted many researchers related to con-sumer purchase behavior. This study aimed to identify the factors that affect consumers' purchase intention who make shopping decisions by reading the con-tents of Xiaohongshu. Online questionnaire for consumers was used to collect data. A structural equation modeling approach was used to explore the relation-ships and test hypotheses. The findings revealed that product-related contents on Xiaohongshu were important for influencing consumers' purchase intentions. In addition, several factors affected their purchase intention at different levels, which were related to each other to a certain extent. This was one of the rare stud-ies that combined Xiaohongshu contents and their effect on consumers' purchase intention. This study extended the findings of previous researches on purchase intention related to other social media platforms.