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- W4313492775 abstract "Driven by both the rise of digital platforms and the prevalence of media marketing, consumers’ purchase decisions is influenced by various factors in the transition from old media to new media. The formation of a young consumer outlook has led to the traditional brand model losing its previous confidence in the grasp of customers' purchasing decisions. User-Generated Content (UGC) generated based on new media platforms, as content created by the public, is considered to be objective and free of commercial interest linkages, enabling a form of sharing. One of the strong consensuses of UGC is its influence on consumer decisions.The research methodology of this study is divided into three main parts to explore this phenomenon. First, through extensive literature research, it is found that consumers are eager to receive complete information, rational word-of-mouth reviews from others can change consumers' purchasing tendencies, and online platforms in the form of big data can help pinpoint audiences. Secondly, this study proposes the hypothesis that (1) the positive impact of UGC on consumer decisions is greater than the negative impact and (2) the degree of UGC's influence on customer decisions is negatively correlated with monthly consumption, and is analyzed quantitatively. Finally, the case for proposing a new iterative form of UGC is the presentation of live streaming as the primary form of stimulating consumer propensity to buy. This study aims to study the user consumption scenarios and user decision-making in the context of UGC caused by the prosperity of the alpha generation Internet context. The conclusion of this study is the iterative form of UGC, which can be seen as the user perception model “UGC Stimulation - Consumer Emotion - Impulsive Consumption” has increased the triggering effect of UGC to a greater extent. This study demonstrates the specific causes and influences of UGC on consumer purchase decisions. The results have implications for design thinking in that UGC should be an important consideration in the design of consumer-related systems or persuasive social platforms." @default.
- W4313492775 created "2023-01-06" @default.
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- W4313492775 date "2022-12-31" @default.
- W4313492775 modified "2023-10-16" @default.
- W4313492775 title "A Study of Consumers' decision-making tendency in the context of User-Generated Content" @default.
- W4313492775 doi "https://doi.org/10.46248/kidrs.2022.4.248" @default.
- W4313492775 hasPublicationYear "2022" @default.
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