The rapid growth of e-commerce has brought about the problem of information asymmetry, which has prompted companies to adopt various strategies to attract and retain consumers, including product descriptions, pricing information, promotional activities, and user generated content (UGC), especially consumer reviews. These strategies have improved the shopping experience for consumers, but current research still focuses on the direct impact of UGC, and most researchers have overlooked its complex interaction with marketing generated content (MGC) in purchasing decisions. This study found that UGC and MGC, as different types of content, often interact and jointly influence consumer purchasing behavior. So this study is based on cognitive matching theory, exploring the role of high-quality content in consumer purchasing decisions, and examining the differences in this role among different product categories. The aim of this study is to provide marketing advice to businesses and insights for online transaction platform managers to better utilize high-quality content and optimize marketing strategies to improve consumer satisfaction and loyalty.