Abstract:
Purpose
Online purchase intention is nonetheless a relatively hot topic gaining attention of
entrepreneurs, online marketers and consumers are unconsciously precising it while online
shopping. With consideration driven to UGC (User-Generated Content) that has been
responsible to influence online shopping intention from quite a long time has become a
worthy aspect which is nothing but a great avenue to study. The following study has been
devoted to evaluate any mediation that creates between the aforementioned constructs with
regards to contextual variables including Brand Engagement (BE), Perceived Credibility
(PC), Perceived Benefit (PB), Information Quality (IQ), Attitude towards UGC, Purchase
Intention (PI) within the fast fashion industry ofPakistan.
Methodology & Design
To fulfill the developed agenda, the following study has deployed a quantitative research
design. Where through online data collection from savvy consumers of fast-fashion industry
a causal research design has been utilized.
Findings
With attitude towards UGC and Purchase Intention being fully related, the study has as well
Partial mediation between PC, PB and the Attitude towards UGC, and PI. Whilst, found the
mediation has been driven to investigate between BE and the UGC manual. no
Limitations
conducted for academic purpose. Whilst, if it is practiced for industry means
including research design, type, and population size could be exchanged
The study was
that the limitations
with a better and justified setting Recommendations
For the industry owners, and stakeholders it is recommended to rely onto better aspects
which are devoted to UGC being a part-time source of marketing. Whereas, if is chosen for a
full-time resources chances are that in the contemporary timeline with regards to fast-fashion
industry of Pakistan the relevancy could be diverged wherever possible.
