IMPACT OF FACTORS AFFECTING ATTITUDE TOWARDS UGC ON PURCHASE INTENTION: A CASE OF FAST FASHION INDUSTRY OF PAKISTAN

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.