Research on the Influential Factors for Purchasing Intention of UGC Cross-Border E-Commerce Consumer

UGC(User generated content) cross-border e-commerce, which integrates social elements and business elements and user-generated content, has become the trend of development. This paper mainly draws on the related research in the fields of virtual community and cross-border electric business, and combines the UGC cross-border e-commerce platform to build the model of the influential factors for purchasing intention of UGC cross-border e-commerce consumer with perceived value as the mediator variable through the investigation of cross-border e-commerce platform for users to conduct empirical analysis. The results show that the perceived web service quality, the perceived product quality, talent recommendation and the online comment have a significant positive impact on the purchasing intention of consumers. The impact of perceived risk on consumers' purchase intention is negative. Based on the conclusion, managerial implications are discussed.