In the era of big data, the rapid development of intelligent recommendation technology has driven social e-commerce to become the most promising emerging business model. Among them, user-generated content (UGC), as an important carrier of information dissemination, has a great influence on stimulating potential users ‘purchase intention. Therefore, this paper will focus on the three characteristics of user-generated content (UGC): interactivity, professionalism and authenticity, and deeply analyze its influence mechanism on consumers’ purchase intention. Based on the SOR theory, the structural equation analysis method is used for empirical analysis, and the following conclusions are drawn: (1) UGC features have a significant positive impact on perceived value; (2) Perceived value has a significant positive impact on purchase intention; (3) UGC characteristics have a significant positive impact on consumer purchase intention. (4) In the process of UGC characteristics affecting purchase intention, perceived value plays an intermediary role. The above conclusions are of great help to e-commerce merchants to attach importance to the management of UGC and expand their own revenue.