The impact of User Generation Content on online food consumption on China's Tiktok platform 

Hanwen Liu Corresponding author Huam Hon Tat

Infrastructure University Kuala Lumpur, Malaysia, 43000； 

Absrtact:With the rapid development of Internet technology, user generated content (Uploader's Expertise) has become an important part of online platforms, which has a profound impact on consumers' purchase decisions. As a well-known online food consumption platform in China, Dida platform has gathered a large number of users and rich Uploader's Expertise. This article aims to explore the impact of Uploader's Expertise on online food consumption on the Dida platform. By analyzing the types, characteristics, and mechanisms of Uploader's Expertise on consumer behavior, it reveals the important role of Uploader's Expertise in promoting food consumption and enhancing platform competitiveness. At the same time, strategic suggestions are proposed on how to better utilize Uploader's Expertise on the Dida platform, in order to provide reference for the development of online food consumption platforms. 

Keywords: User generated content; Dida platform; Online food consumption; consumer behavior 

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