The impact of UGC on technology the purchase intention of gen Z

Abstract

The research explores the mediating role of perceived usefulness and perceived credibility of user-generated content in influencing the purchase intention of technology products in Ho Chi Minh City market. The survey sample is 438 customers who have bought technology products in Ho Chi Minh City, aged 18 - 25 years old. Structural modeling (PLS-SEM) was used to test the research hypotheses. The study was carried out by qualitative method to test the proposed scale, and the quantitative method was carried out through a survey questionnaire to test the research model; after the implementation of the project, it made an important academic contribution when confirming the positive relationship between user-generated content and purchase intention. In addition, the study also clarifies the mediating role of perceived credibility for user-generated content and purchase intention. In practical terms, research helps businesses realize the important role of user-generated content leading to purchase intention, thereby helping businesses tailor marketing plans to target customers.

Keywords

• hữu ích cảm nhận
• nội dung do người dùng tạo
• tin cậy cảm nhận
• ý định mua