ABSTRACT

User-Generated Content (UGC) has overshadowed other marketing trends and is a version of social proof. Current customer showcases their real-life experience and motivates potential customers to try these products and services. Building trust, creating community, customer engagement, loyalty, and social amplification are the denouements of UGC. This research investigates the impact of Brand Engagement (BE), Perceived Credibility (PC), Perceived Benefit (PB), and Information Quality (IQ) on attitude towards User-Generated Content (UGC). Also, how a consumer’s purchase intention is impacted by a consumer’s attitude towards UGC. The mediating effect of consumer’s attitudes towards UGC was also examined by this study. A sample of 260 consumers was collected in a structured survey for the analysis of data. To examine the hypothesized linkages between the mentioned variables, structural equation modeling was used. It was found that BE, PC, PB, and IQ have a positive effect on consumers’ attitudes towards UGC. Also, it was found that the consumer’s attitude towards UGC positively affected online purchase intentions. The Bootstrapping procedure shows that consumers’ attitude towards UGC possesses significant influence as a mediator between BE, PC, PB, IQ, and PI. The findings of this study can be useful for managers and marketers to enhance their understanding of the new marketing communication strategies.

摘要

用户生成的内容 (UGC) 使其他营销趋势黯然失色，是一种社会证明。当前客户展示他们的真实体验并激励潜在客户尝试这些产品和服务。建立信任、创建社区、客户参与、忠诚度和社会放大是 UGC 的结局。本研究调查了品牌参与度 (BE)、感知可信度 (PC)、感知收益 (PB) 和信息质量 (IQ) 对用户生成内容 (UGC) 态度的影响。此外，消费者对UGC的态度如何影响消费者的购买意愿。本研究还检验了消费者对 UGC 态度的中介作用。在结构化调查中收集了 260 名消费者的样本，用于数据分析。为了检查上述变量之间的假设联系，使用了结构方程模型。发现BE、PC、PB和IQ对消费者对UGC的态度有正向影响。此外，还发现消费者对 UGC 的态度对在线购买意愿产生积极影响。Bootstrapping 过程表明，消费者对 UGC 的态度在 BE、PC、PB、IQ 和 PI 之间具有显着的中介作用。本研究的结果有助于管理者和营销人员提高他们对新营销传播策略的理解。研究发现，消费者对 UGC 的态度正向影响在线购买意愿。Bootstrapping 过程表明，消费者对 UGC 的态度在 BE、PC、PB、IQ 和 PI 之间具有显着的中介作用。本研究的结果有助于管理者和营销人员提高他们对新营销传播策略的理解。研究发现，消费者对 UGC 的态度正向影响在线购买意愿。Bootstrapping 过程表明，消费者对 UGC 的态度在 BE、PC、PB、IQ 和 PI 之间具有显着的中介作用。本研究的结果有助于管理者和营销人员提高他们对新营销传播策略的理解。