Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 41 , 10 November 2023


Open Access | Article

Research on the Influencing Factors of Consumers' Purchase Intention of Commuter Pants Based on UGC —— Case Study of “Little Red Book” App

Dian Jin * 1
1 Communication University of Zhejiang

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 41, 25-33
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Dian Jin. Research on the Influencing Factors of Consumers' Purchase Intention of Commuter Pants Based on UGC —— Case Study of “Little Red Book” App. AEMPS (2023) Vol. 41: 25-33. DOI: 10.54254/2754-1169/41/20232027.

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.

Keywords

UGC platform, KOL, commuter pants, purchase intention

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-103-2
ISBN (Online)
978-1-83558-104-9
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/41/20232027
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated