The impact of User Generated Content community marketing and network interaction in Xiaohongshu APP on consumers' purchase intention

With the rapid development of the internet, people rely more and more on the internet to get information about products to buy and share their own shopping experience. Frequent information exchange and interaction among virtual community members further expand the influence of community marketing, so community reputation and network interaction can largely influence consumers' purchase intention. Therefore, it is necessary to explore which factors in the network word of mouth and network interaction can have a greater impact on consumers' purchase intention. This study takes users in Xiaohongshu app as the research object to discuss which factors in UGC (UGC stands for user generated content, where users present their original content to other users over the web.) community can have a greater impact on consumers' purchase intention. First study relevant literature review and analysis of the development features of the UGC community, Xiaohongshu notes distributors, notes the quantity, quality, note titer, interactive network environment, network interactive features, network degree these seven factors as a model of the independent variable, to network trust as an intervening variable to explore the impact on the consumer purchase intention; After that, the available scales and questionnaires were collected through literature review. Finally, the discussion is made according to the data analysis results.