An Overview Report of Research Related to the Purchase Intentions of Users of Online Platforms

Abstract

In recent years, research on consumer purchase intention has gradually deepened, covering a variety of online platforms and domains such as UGC platforms, gaming platforms, and social e-commerce. It is found that factors such as platform characteristics, performance expectations, social influence, perceived risk, community identity, privacy concerns, environmental concerns, as well as the quality and credibility of user-generated content have a significant impact on consumers' willingness to buy. These studies not only enrich the theoretical system of consumer behavior, but also provide practical guidance for enterprises to optimize their marketing strategies. However, how to accurately predict purchase intention and improve the quality of user-generated content are still challenges. In the future, with the continuous advancement of technology and the constant changes in the market, the influencing factors of consumer purchase intention will continue to receive attention and research. At the same time, considering the differences in different cultures and social backgrounds, research also needs to further expand its breadth and depth. Overall, consumer purchase intention research will continue to provide valuable references for the continued development of the e-commerce field.