Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v7i3.5387
Abstract
This study explores the mechanism by which User-Generated Content (UGC) influences consumer purchase decisions in the cross-border beauty market, a sector characterized by high information asymmetry and perceived risk. Grounded in the Stimulus-Organism-Response (S-O-R) theory and the Elaboration Likelihood Model (ELM), this paper reveals that UGC drives purchasing behavior through a dual-pathway mechanism: a cognitive-driven central route relying on objective product analysis, and an emotion-driven peripheral route facilitated by trust transfer and value resonance. Using case studies of representative brands, this research further identifies structural issues within the current UGC ecosystem, such as algorithmic filter bubbles, fabricated content, and consumer decision fatigue. Finally, it proposes targeted optimization strategies for platforms, merchants, and consumers to foster a healthier digital marketing environment and promote sustainable brand growth.
Keywords
user-generated content; cross-border e-commerce; beauty industry; purchase decision
Full Text
PDF - Viewed/Downloaded: 5 TimesReferences
[1]Wu, Wei. Research on the impact of user cultural perception on consumer decision-making in the context of cross-border e-commerce [J]. National Circulation Economy, 2026, (9): 13-16.
[2]Xu, Jingxin. Research on the impact of short videos and live streaming sales on cross-border e-commerce exports [J]. Business Exhibition Economy, 2026, (8): 66-69.
[3]Liu, Lisi. Research on the development strategies and market competitive advantages of cross-border e-commerce platforms [J]. Market Modernization, 2025, (24): 54-56.
[4]Li, Guangyu, Han, Qiufen, Ren, Yi, et al. Research on the application and optimization path of metadiscourse in cross-border e-commerce live streaming [J]. Comparative Study of Cultural Innovation, 2025, 9(30): 23-26.
[5]Liu X,Dawod Y A. When Technology Signals Trust: Blockchain vs. Traditional Cues in Cross-Border Cosmetic E-Commerce[J].Information,2025,16 (10):913-913.
[6]Wang L,Liu Y,Liu X, et al. The influence of informative and normative features of social e-commerce UGC on consumers’ purchase intention: the moderating effect of persuasive resistance[J].Behaviour & Information Technology,2025,44 (16):4065-4081.
[7]Yang J,Lee S S. Caught in the Act: Natural recognition of deepfake UGC ad, expectancy violation and consumer responses[J].Journal of Retailing and Consumer Services,2026,88 104535-104535.
[8]Yongtao L,Zhiqiang M. Evaluating Digital Empowerment Models for Multi-Homing Content Creators on UGC Platforms[J].Journal of Theoretical and Applied Electronic Commerce Research,2025,20 (3):230-230.
[9]M Y,V. K L,L. K W, et al. From search to support: the role of UGC in stigmatized consumers’ mental health treatment journeys[J].Journal of Services Marketing,2025,39 (3):165-179.
[10]Ma, Guangze, Du, Zhaoying. Dilemmas and mitigation of short video copyright protection under the UGC model [J]. Future and Development, 2024, 48(1): 34-38.
[11]Jia Y,Feng H,Feng H, et al. “Customer Reviews or Vlogger Reviews?” The Impact of Cross-Platform UGC on the Sales of Experiential Products on E-Commerce Platforms[J].Journal of Theoretical and Applied Electronic Commerce Research,2023,18 (3):1257-1257.
[12]Chen, Silong, Chen, Xiaoxing, Zhong, Xiaojun. Research on the cosmetics market in the context of cross-border e-commerce: A case study of "Q Cosmetics" [J]. Modern Business, 2022, (30): 6-8.
[13]Smriti M,Alok T,Akanchha S. Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer’s Attitude towards User- Generated Content[J].Journal of Marketing Communications,2022,28 (7):725-744.
[14]Jingyi D. The Impact of Positive Purchase-Centered UGC on Audience’s Purchase Intention: Roles of Tie Strength, Benign Envy and Purchase Type[J].Journal of Internet Commerce,2022,21 (4):393-417.
[15]Chen, Daozhi, Yue, Liya. Research on the impact of User-Generated Content (UGC) on users' consumer behavior: A case study of Xiaohongshu [J]. Science and Technology for Development, 2021, 17(9): 1753-1758.
[16]Zhou, Jingting. Research on the differentiated marketing strategy of MN cosmetics cross-border e-commerce company [J]. Investment and Cooperation, 2021, (7): 64-65.
[17]Wang, Youqing. Challenges and countermeasures facing the development of China's cosmetics cross-border e-commerce [J]. Practice in Foreign Economic Relations and Trade, 2019, (4): 34-37.
[18]Chu, Xu. A brief analysis of the factors influencing consumers' online purchase intentions from the perspective of cross-border e-commerce [J]. Chinese and Foreign Entrepreneurs, 2017, (34): 76-77.
[2]Xu, Jingxin. Research on the impact of short videos and live streaming sales on cross-border e-commerce exports [J]. Business Exhibition Economy, 2026, (8): 66-69.
[3]Liu, Lisi. Research on the development strategies and market competitive advantages of cross-border e-commerce platforms [J]. Market Modernization, 2025, (24): 54-56.
[4]Li, Guangyu, Han, Qiufen, Ren, Yi, et al. Research on the application and optimization path of metadiscourse in cross-border e-commerce live streaming [J]. Comparative Study of Cultural Innovation, 2025, 9(30): 23-26.
[5]Liu X,Dawod Y A. When Technology Signals Trust: Blockchain vs. Traditional Cues in Cross-Border Cosmetic E-Commerce[J].Information,2025,16 (10):913-913.
[6]Wang L,Liu Y,Liu X, et al. The influence of informative and normative features of social e-commerce UGC on consumers’ purchase intention: the moderating effect of persuasive resistance[J].Behaviour & Information Technology,2025,44 (16):4065-4081.
[7]Yang J,Lee S S. Caught in the Act: Natural recognition of deepfake UGC ad, expectancy violation and consumer responses[J].Journal of Retailing and Consumer Services,2026,88 104535-104535.
[8]Yongtao L,Zhiqiang M. Evaluating Digital Empowerment Models for Multi-Homing Content Creators on UGC Platforms[J].Journal of Theoretical and Applied Electronic Commerce Research,2025,20 (3):230-230.
[9]M Y,V. K L,L. K W, et al. From search to support: the role of UGC in stigmatized consumers’ mental health treatment journeys[J].Journal of Services Marketing,2025,39 (3):165-179.
[10]Ma, Guangze, Du, Zhaoying. Dilemmas and mitigation of short video copyright protection under the UGC model [J]. Future and Development, 2024, 48(1): 34-38.
[11]Jia Y,Feng H,Feng H, et al. “Customer Reviews or Vlogger Reviews?” The Impact of Cross-Platform UGC on the Sales of Experiential Products on E-Commerce Platforms[J].Journal of Theoretical and Applied Electronic Commerce Research,2023,18 (3):1257-1257.
[12]Chen, Silong, Chen, Xiaoxing, Zhong, Xiaojun. Research on the cosmetics market in the context of cross-border e-commerce: A case study of "Q Cosmetics" [J]. Modern Business, 2022, (30): 6-8.
[13]Smriti M,Alok T,Akanchha S. Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer’s Attitude towards User- Generated Content[J].Journal of Marketing Communications,2022,28 (7):725-744.
[14]Jingyi D. The Impact of Positive Purchase-Centered UGC on Audience’s Purchase Intention: Roles of Tie Strength, Benign Envy and Purchase Type[J].Journal of Internet Commerce,2022,21 (4):393-417.
[15]Chen, Daozhi, Yue, Liya. Research on the impact of User-Generated Content (UGC) on users' consumer behavior: A case study of Xiaohongshu [J]. Science and Technology for Development, 2021, 17(9): 1753-1758.
[16]Zhou, Jingting. Research on the differentiated marketing strategy of MN cosmetics cross-border e-commerce company [J]. Investment and Cooperation, 2021, (7): 64-65.
[17]Wang, Youqing. Challenges and countermeasures facing the development of China's cosmetics cross-border e-commerce [J]. Practice in Foreign Economic Relations and Trade, 2019, (4): 34-37.
[18]Chu, Xu. A brief analysis of the factors influencing consumers' online purchase intentions from the perspective of cross-border e-commerce [J]. Chinese and Foreign Entrepreneurs, 2017, (34): 76-77.
Copyright © 2026 Xinni Lai, Qiqi Zhang, Rui Li, Xiaotong Zhong, Linglin Xiao, Tingxiong Xu, Yilin Li
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License