【摘要】 为了有效运用网络资源，帮助社交化电商和转型中的传统企业明确消费者需求，探讨了社交化商务平台中用户生成内容(UGC)对婚俗服饰购买意愿的影响机制。首先，分析了近年来婚俗服饰消费需求的主要特征；然后以具有代表性的社交化商务平台“小红书”为例，梳理了UGC的主要形式，结合刺激-机体-反应(S-O-R)理论，构建了影响婚俗服饰消费意向的理论模型；最后通过调研问卷收集数据，采用结构方程模型进行假设验证。结果表明：婚俗服饰消费方式由租赁逐渐转向定制，不同品类与风格的产品需求量增加，自主消费意识越发明确；社交化商务平台中，以用户笔记与用户评论为主的UGC对婚俗服饰消费者感知有用性与感知信任产生显著正向影响，而用户笔记和用户评论对用户感知的影响具有差异性；消费者感知有用性正向影响婚俗服饰消费者的感知信任，并同感知信任一样显著正向影响消费者的态度，进而正向影响购买意愿。更多还原

【Abstract】 In order to make effective use of network resources and help social e-commerce and traditional enterprises in transformation to clarify consumer needs, the influence mechanism of user-generated content(UGC) in social commerce platform on the purchase intention of wedding custom clothing was discussed. Firstly, the main characteristics of wedding custom clothing consumption demand in recent years were analyzed. Secondly, taking the representative socialized business platform "Xiaohongshu" as an example, the main forms of UGC were sorted out, and combined with the stimulus-body-response(S-O-R) theory, the theoretical model of influencing the consumption intention of wedding custom clothing was constructed. Finally, the data were collected through questionnaires and the structural equation model was used to verify the hypothesis. The results show that the consumption mode of wedding custom clothing is gradually changed from rental to customization, the demand of different categories and styles of products increases, and the consciousness of independent consumption becomes more and more clear. In the social commerce platform, UGC, which is dominated by user notes and user comments, has a significant positive impact on the perceived usefulness and perceived trust of consumers of wedding custom clothing, while the impact of user notes and user comments on user perception is different. The perceived usefulness of consumers positively affects the perceived trust of consumers of wedding custom clothing, and as significant as the perceived trust positively affects consumers′ attitude, and then positively affects the purchase intention.更多还原