ABSTRACT

This study investigated the influence of user-generated content (UGC) on the purchasing intentions of Generation Z consumers on the Xiaohongshu social commerce platform in China. Using survey data from 168 participants, the research analyzed the relationship between platform usage and purchase intentions across five dimensions: economy, necessity, reliability, interaction, and sales promotion. Correlation analysis revealed significant positive relationships, with economy demonstrating the strongest correlation (Pearson r = 0.828, p < 0.01). The findings indicate that UGC on Xiaohongshu significantly enhances purchase intentions by fostering trust, interactivity, and community engagement. However, challenges such as credibility issues, information overload, and algorithmic biases were identified. To maximize the platform’s value and user satisfaction, the study recommends improving UGC management, incentivizing high-quality content creation, enhancing interactive tools, and promoting diverse perspectives.

Keywords: Generation Z, purchasing intentions, social commerce, user-generated content, Xiaohongshu
https://doi.org/10.57180/lviy5639