A study of factors influencing the purchase intention of coffee products on UGC social platforms based on the SOR model:

China's coffee market has developed at a significant rate and coffee marketing has become an issue frequently spoken about in society, but few scholars have studied the marketing of youth communities with an interest in coffee on UGC platforms.Based on the SOR model, the author studied various factors influencing young Xiaohongshu users purchasing willingness related to coffee products.This study was carried out by collecting 420 valid questionnaires and utilising SPSS and AMOS to conduct a reliability analysis and test relevant hypotheses.The results show that usability, interactivity, sociability, professionalism, and opinion leaders, all positively influence the purchase intention.