电子商务平台上的用户生成内容(UGC)对销售绩效的影响研究

Research on the Impact of User Generated Content (UGC) on Sales Performance on E-Commerce Platforms

摘要: 本研究聚焦电子商务平台，深入剖析用户生成内容(UGC)对销售绩效的影响。通过综合分析大量电商平台数据，结合消费者行为理论，从UGC的数量、质量、情感倾向等维度，探究其如何作用于消费者购买决策，进而影响销售绩效。研究发现，高质量、积极情感倾向的UGC能显著提升销售绩效，为电商平台和商家优化运营策略、提升销售业绩提供了理论依据和实践指导。

Abstract: This study focuses on e-commerce platforms and deeply analyzes the impact of user generated content (UGC) on sales performance. By comprehensively analyzing a large amount of e-commerce platform data and combining it with consumer behavior theory, this study explores how UGC affects consumer purchasing decisions and sales performance from dimensions such as quantity, quality, and emotional inclination. Research has found that high-quality, positive emotional UGC can significantly improve sales performance, providing theoretical basis and practical guidance for e-commerce platforms and merchants to optimize operational strategies and enhance sales performance.