THE EFFECT OF USER-GENERATED CONTENT ON PURCHASE INTENTION FOR FASHION PRODUCTS: AN EVIDENCE FROM JIANGSU, CHINA
Article Sidebar
Main Article Content
บทคัดย่อ
This study investigates the relationship between user-generated content (UGC) on social media and the purchase intention of fashion products among consumers in Jiangsu province, China. The main objective is to understand how credibility, quality, attractiveness, usefulness, and risk influence buying decisions in the fast-growing fashion e-commerce market. The research applied a quantitative method with a sample size of 385 respondents, chosen through convenience sampling. Data were collected using a structured questionnaire with a five-point Likert scale, and validity and reliability were confirmed with Cronbach’s alpha values above 0.70. Statistical analysis included correlation and multiple regression.
The results show that perceived credibility (β = 0.1400, p < 0.05), perceived quality (β = 0.1371, p < 0.05), perceived attractiveness (β = 0.1290, p < 0.05), and perceived usefulness (β = 0.1374, p < 0.05) all have significant positive effects on purchase intention, while perceived risk (β = –0.1440, p > 0.05) shows a negative but insignificant effect. The regression model explains 40.7% of the variance in purchase intention (R² = 0.407), and the Durbin–Watson value of 1.09 confirms no autocorrelation. These findings highlight the importance of building credibility, quality, attractiveness, and usefulness in UGC to influence consumers’ decisions, while perceived risk remains a limiting factor in online shopping behavior.
Article Details
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
เอกสารอ้างอิง
Abumalloh, R. A., Ibrahim, O. B., & Nilashi, M. (2018). A literature review on purchase intention factors in e-commerce. The European Proceedings of Social and Behavioural Sciences, 31, 387–395.
Akar, E., & Nasir, V. A. (2015). A review of literature on consumers’ online purchase intentions. Journal of Customer Behaviour, 14(3), 215–233.
Bleize, D. N. M., & Antheunis, M. L. (2019). Factors influencing purchase intent in virtual worlds: A review of the literature. Journal of Marketing Communications, 25(4), 403–420.
Cahyani, P. D., Welsa, H., & Aji, G. K. (2022). The effect of social media marketing, perceived quality on brand loyalty, with brand trust as intervening variables (Study on Tokopedia E-commerce in Yogyakarta). International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 677–686.
Chafidon, M. A. A. Z., Margono, & Sunaryo. (2022). Social media marketing on purchase intention through mediated variables of perceived value and perceived risk. Interdisciplinary Social Studies, 1(9), 1183–1195.
Chekima, B., Chekima, F. Z., & Adis, A. A. A. (2020). Social media influencer in advertising: The role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4), 1507–1515.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380.
Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249–269.
Crespo, A. H., del Bosque, I. R., & de los Salmones Sanchez, M. G. (2009). The influence of perceived risk on Internet shopping behavior: A multidimensional perspective. Journal of Risk Research, 12(2), 259–277.
Dastane, O. (2020). Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy, 10(1), 142–158.
De Vries, E. L. E. (2019). When more likes is not better: The consequences of high and low likes-to-followers ratios for perceived account credibility and social media marketing effectiveness. Marketing Letters, 30(3–4), 275–291.
Dzandu, M. D., Boateng, H., Gyamfi Agyemang, F., & Quansah, F. (2016). Social media adoption among university students: The role of gender, perceived usefulness and perceived ease of use. International Journal of Social Media and Interactive Learning Environments, 4(2), 124–136.
Fan, A., Wu, Q., Yan, X., Lu, X., Ma, Y., & Xiao, X. (2021). Research on influencing factors of personal information disclosure intention of social media in China. Data and Information Management, 5(1), 195–207.
Farivar, S., Turel, O., & Yuan, Y. (2017). A trust-risk perspective on social commerce use: An examination of the biasing role of habit. Internet Research, 27(3), 586–607.
Gajenderan, T., Sharma, P., & Sharma, M. (2020). The effectiveness of user-generated content in marketing. International Journal of Management, 11(3), 54–66.
Hussain, T., Wang, D., & Li, B. (2024). Exploring the impact of social media on tourist behavior in rural mountain tourism during the COVID-19 pandemic: The role of perceived risk and community participation. Acta Psychologica, 242, 104113.
Inchai, W., Kamkankaew, P. & Thanitbenjasith, P. (2025). The Influence Of Brand Attachment, Consumer Satisfaction, And Electronic Word-Of-Mouth Communication On Repurchase Intention Of Cosmetic Products Via The Shopee Application Among Consumers In
Chiang Dao District, Chiang Mai Province. Modern Academic Development and Promotion Journal, 3(2), 1170-1192.
Juliyanti, J., Rosnani, T., Purmono, B. B., Heriyadi, H., & Saputra, P. (2023). How does user-generated content impact purchase intention through perceived food quality? Enrichment: Journal of Management, 13(5), 2820–2831.
Jung, H. J., Choi, Y. J., & Oh, K. W. (2020). Influencing factors of Chinese consumers’ purchase intention to sustainable apparel products. Sustainability, 12(5), 1770.
Kamkankaew, P., Thanitbenjasith, P., Sribenjachot, S., Phattarowas, V., Thanin, P., & Khumwongpin, S. (2025). The Future of Digital
Marketing: What Lies Ahead?. International Journal of Sociologies and Anthropologies Science Reviews, 5(2), 1-28.
Keshavarz, H. (2021). Evaluating credibility of social media information: Current challenges, research directions and practical criteria. Information Discovery and Delivery, 49(4), 362–373.
Khan, F., Mehmood, A., & Talat, A. (2022). The impact of social media marketing, perceived quality and brand awareness on consumer’s brand loyalty in Pakistan. Pakistan Journal of Psychological Research, 37(4), 533–550.
Kim, E. H. (2022). A systematic data analysis for attractiveness of social media influencers on information reliability and product attitude. Journal of System and Management Sciences, 12(1), 85–102.
Li, R., & Suh, A. (2015). Factors influencing information credibility on social media platforms: Evidence from Facebook pages. Procedia Computer Science, 72, 314–328.
Li, Z., & Yin, Y. (2018). Attractiveness, expertise and closeness: The effect of source credibility of the first lady as political endorser on social media in China. Global Media and China, 3(4), 297–315.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Ma, L., Gao, S., & Zhang, X. (2022). How to use live streaming to improve consumer purchase intentions: Evidence from China. Sustainability, 14(2), 1045.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User-generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166–186.
Michaelidou, N., & Christodoulides, G. (2011). Antecedents of attitude and intention towards counterfeit symbolic and experiential products. Journal of Marketing Management, 27(9–10), 976–991.
Munnukka, J., & Järvi, P. (2014). Perceived risks and risk management of social media in an organizational context. Electronic Markets, 24, 219–229.
Mutum, A. (2025). China fashion ecommerce market size and analysis, 2025–2032 [Industry report]. Coherent Market Insights.
Nankaeo, S., Kamkankaew, P. & Thanitbenjasith, P. (2025). The Influence Of RationalMotivation, Emotional Motivation, Page Owner Credibility, And Sales Promotion On Impulsive Clothing Purchase Behavior Via Facebook Live Among Consumers In Chiang Mai. Modern Academic Development and Promotion Journal, 3(2), 1193-1220.;
Ngo, T. T. A., Vuong, B. L., Le, M. D., Nguyen, T. T., Tran, M. M., & Nguyen, Q. K. (2024). The impact of eWOM information in social media on the online purchase intention of Generation Z. Cogent Business & Management, 11(1), 2316933.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(7), e04284.
Rahaman, M. A., Hassan, H. M. K., Asheq, A. A., & Islam, K. M. A. (2022). The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory. PLOS ONE, 17(9), e0272926.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157–165.
Rehman, Z. U., Baharun, R., & Salleh, N. M. (2019). Antecedents, consequences, and reducers of perceived risk in social media: A systematic literature review and directions for further research. Psychology & Marketing, 37(1), 74–86.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281.
Shi, G., & Hassan, S. H. (2023). Exploring the impact of user-generated content (UGC) on luxury fashion product sales in the Chinese market: An analysis of social media influence and international trade dynamics. Transnational Marketing Journal, 11(2), 150–167.
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526.
Song, C., & Liu, Y. (2021, June 21–23). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China [Conference paper]. 23rd Biennial Conference of the International Telecommunications Society (ITS), Gothenburg, Sweden.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66.
Subekti, T. A., & Nugroho, S. S. (2023). The impact of information usefulness and adoption in social media on purchase intention: Evidence of Indonesia. Benefit: Jurnal Manajemen dan Bisnis, 2(2), 179–196.
Van Der Waldt, D. L. R., Van Loggerenberg, M., & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: A survey among students. SA Journal of Economic and Management Sciences, 12(1), 100–114.
Wamba, S. F., & Akter, S. (2016). Impact of perceived connectivity on intention to use social media: Modelling the moderation effects of perceived risk and security. In 15th Conference on e-Business, e-Services and e-Society (I3E) (pp. 219–227).
Widodo, T., & Maylina, N. L. P. K. (2022). The mediating role of perceived value and social media word-of-mouth in the relationship between perceived quality and purchase intention. Jurnal Manajemen dan Pemasaran Jasa, 15(1), 49–68.
Yang, T., Dang, Y., & Wu, J. (2023). How to prioritize perceived quality attributes from consumers’ perspective? Analysis through social media data. Electronic Commerce Research, 23, 2133–2168.
Yu, J. (2023). Influence of social media on the application of Chinese traditional cultural elements in the fashion industry. The International Conference on Interdisciplinary Humanities and Communication Studies.
