Unraveling how Tiktok User-Generated Content (UGC) impact on online purchase intention of Gen Z

Abstract

Along with the development of social networks, Tiktok has emerged in recent years as a phenomenon among young generation. User-Generated Content (UGC) on Tiktok is reaching more and more people and plays an important role in customer decision-making. The goal of this study is to explore the path between individuals' perceptions of the value that UGC brings to them and their online purchase intentions. The result finally indicates the negative relation between users' Perceived Risk and Perceived Usefulness about UGC. It also unravels that Perceived Usefulness and Perceived Credibility are positively associated with Attitude toward UGC in online purchasing. Besides, Attitude toward UGC, Subjective Norms and Perceived Behavioral Control are found positively relating to Online Purchase Intention. Furthermore, Attitude toward UGC is even recorded as positive significant to Brand Trust, and Brand Trust is confirmed positively affiliating with Online Purchase Intention. These findings not only hold theoretical implication to the understanding of UGC but also give practical contribution for managers in selling through social networks.