社区电商的用户原创内容对消费者信任度的影响【摘要】近年来社区电商强势发展，重新搅动电商行业格局。其中，用户原创内容是社区电商重要的组成部分，它影响着人们生活的方方面面，带来的商业价值也不可估量。虽然近几年社区电商的反响很大，但在用户原创内容方面的研究还比较少。本文通过问卷调查数据分析方法得出，用户原创内容的发布者专业性、社交互动、品牌口碑、感知价值对消费者信任有显著正向影响；发布者声望、信息详尽性对消费者信任没有显著关系；用户感知价值在发布者专业性、社交互动、品牌口碑的与消费者信任之间存在正向中介作用。基于以上结果，提出合理的建议。【关键词】社区电商；用户原创内容；感知价值；信任注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。The influence of user generated content of community e-commerce on consumer trust[Abstract]In recent years, community e-commerce has developed vigorously, re-disturbing the e-commerce industry pattern. Among them, user-generated content is an important part of community e-commerce, which affects all aspects of people's lives, and the commercial value it brings is also inestimable. Although the community e-commerce has received a lot of feedback in recent years, there has been relatively little research on user-generated content. According to the data analysis method of the questionnaire survey, the professionalism, social interaction, brand reputation, and perceived value of user-originated content have a significant positive impact on consumer trust; publisher reputation and detailed information have no significant impact on consumer trust Relationship; user perceived value has a positive intermediary role between publisher professionalism, social interaction, brand reputation and consumer trust. Based on the above results, reasonable suggestions are made.[Keywords]Community e-commerce User Generated Content User Perception Trust目 录1 前...
