A study on the effect of user-generated content on purchase behaviour

Abstract

Developments in the technological field have enabled consumers to gain an important place in creating content in the digital environment. In particular, non-professional consumer comments that do not have any sales or advertising concerns are expressed as user content. In this process, young consumers are essential because of their frequency of using the digital domain and their contribution to content production. In this study, a survey has been conducted to the students of Erciyes University by choosing the quantitative research method to examine the effect of user content on consumer behaviour among young consumers. According to the findings obtained as an outcome of the research, it has been concluded that young consumers mainly benefit from user content while planning their travels. In addition to travelling planning, the participants use it while purchasing technological products, choosing a movie or cinema, choosing a restaurant, and choosing a book. Although young consumers are affected by negative and positive consumer content, they mainly consider harmful user content. As the time the participants spend on the internet increases, their level of exposure to user content increases, whereas the time they spend on the internet increases, their tendency to produce content does not increase. Participants' trust incorporate content is equal to their trust in user content, and they tend to produce content most when they experience harmful consumption.