The Influence of Platform E-commerce UGC Mode on the Consumption Willingness of "Generation Z"

With the rapid development of the Internet, the interactive performance of the network has been further developed. Sharing makes the value of goods or services transferred and improved. The Internet community has developed based on this. Especially during the period of epidemic at home, the UGC mode of each major platform has been further developed, which will bring new challenges and opportunities to e-commerce platforms. The Internet community has developed based on this. Especially during the period of epidemic at home, the UGC mode of each major platform has been further developed, which will bring new challenges and opportunities to e-commerce platforms. Xiaohongshu provides a good example for other platforms. "Generation Z", as the main force of UGC's creation and future consumption, should be the focus of e-commerce platforms. This paper will use the methods of questionnaire survey, reliability and validity test, regression analysis, etc. to analyze the development history of Xiaohongshu. This paper will use the methods of questionnaire survey, reliability and validity test, regression analysis, etc. to analyze the development history of Xiaohongshu platform and e-commerce model. Combining the application of UGC model, consumer theory and basic e-commerce Combining the application of UGC model, consumer theory and basic e-commerce theory, this paper will explore the impact mechanism of UGC platform on the consumption behavior of "Generation Z" consumers.