Analysis of the Relationship between UGC’s Concrete, Abstract Content, and Brand Attitude on Purchase Intention of Generation Z
Keywords:
User-Generated Content (UGC), Concrete Content, Abstract Content, Brand Attitude, Purchase IntentionAbstract
In this fast-paced era, social media is becoming an increasingly important part of brand-customer communication, especially for Generation Z, whose activities are mostly conducted online. Therefore, this study conducted a 1x2 experiment with Generation Z participants, —200 participants for UserGenerated Content (UGC) abstract content and 210 for in User-Generated Content (UGC) concrete content—to examine how User-Generated Content (UGC) affects purchas intention. The results show that when consumers use social media to search for product information, the dissemination of their User-Generated Content (UGC), concrete content, and abstract content has a significant positive correlation with purchase intention, and brand equity has a significant positive correlation with purchase intention. The mediating role analysis of brand equity is effective with the purchase intention of User-Generated Content (UGC).
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