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标题：The Impact of User –Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework
作者：Azlin Bahtar, Mazzini Muda
期刊：Procedia Economics & Finance，第37卷，337-342
年份：2016
原文
The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework
Azlin Bahtar, Mazzini Muda
Abstract
Social media is a virtual community that links people around the globe through many websites such as Friendster, MySpace, Y ouTube, Facebook and Twitter. In 2010, Instagram was introduced as a new addition to this social media family. Since then, many online retailers have started to conduct their businesses on Instagram as they see this new social media as a friendlier channel and easier to monitor compared to Facebook and Blogs. Many buyers would also prefer to purchase from Instagram as well due to less cluttered page, straightforward interface and easier to read feedbacks from other buyers. Feedbacks or also known as User –Generated Content (UGC) happens when previous buyers share their experiences online, which allows others including the potential buyers to read. Based on an extensive literature review, this paper proposes a framework to investigate the influence of UGC on consumer's online product purchase intention. Findings from this study are expected to extend the literature on UGC and give benefits to marketers and online business operators.
Keywords: User –Generated Content, Ewom, Instagram, Online Purchase Intention, Marketers
1. Introduction
The Internet innovation has created a completely new life and everything around us encountered a radical change that is essential in people’s daily lives. Previously things have to be done physically especially in making a purchase.
Today, consumptions and buying activities can be done on–the–go, no matter where and when as long as consumers are connected to the internet especially when the mobile internet is available now (Muslim, Rezaei, & Abolghasemi, 2014). With the creation of user friendly gadgets and smart phones, conducting online transactions now are effortless (Kaplan & Haenlein, 2010, 2012).
Presently, consumers have a great bond with social media, thus, in making an online purchase decision, consumers rely more on information generated by other users in the social media and networks (Thoumrungroje, 2014). Online consumers believe users will not only speak the good sides of a product but the negative sides as well. This study aims to investigate whether the user – generated content (UGC) can influence online buyers’ intentions. This is based on the premise that the usage of UGC might aid and as sist the buyers’ decision-making and
sellers’ performances.
Instagram On 6 October 2010, Instagram was introduced and this new comer of social media chann
el has recorded to have over 300 million of users as of until December 2014 (Geurin-Eagleman & Burch, 2015). This application allows users to share their photos and 15 seconds videos instantly (Geurin-Eagleman & Burch, 2015; Hu, Manikonda, & Kambhampati, 2014) as the Instagram FAQ (2015) has described this application as “a fun and quirky way to share yo ur life with friends through a series of pictures”. Users today perceived this application as hip, trendy, and up to date. Moreover, the fact that this application is simple and less clutter as compared to Facebook and Blogs, users prefer to spend more time scrolling on the timeline and read the captions, comments and feedbacks prepared and left by other users. Result to this overwhelmed number of users, it attracts many sellers to start their business and conduct their promotion activities on Instagram (Geurin-Eagleman & Burch, 2015)
2. Literature and Hypotheses
User – generated content (UGC) or also known as electronic word –of –mouth (eWOM) works exactly like common word–of–mouth (Manap & Adzharudin, 2013) except that it spreads input through an online medium. By definition, UGC refers to any own created material
uploaded to the Internet by non–media and it has a greater influence on people’s consumption (Cheo
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ng & Morrison, 2008; Dijck, 2009; Jonas, 2010; Krishnamurthy & Dou, 2010; Presi, Saridakis, & Hartmans, 2014) where the contents are generally be shared on social media such as on facebook, Y ouTube, Twitter and Instagram. Hennig-Thurau, Gwinner, Walsh, & Gremler (2004) defined eWOM/UGC as follows “..any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet”. Compared to producer–generated content (PGC) that usually hired endorsers and celebrities to speak the advantages and benefits of the products (V erhellen, Dens, & Pelsmacker, 2013), consumers have turned away from the common promotion practices (Hassan, Nadzim, & Shiratuddin, 2015) as they have perceived UGC as more credible. The shared contents in UGC are based o n consumers’ own experiences. As such, it is proven to be more trustworthy, useful and unbiased (Buttle, 1998; Mir & Rehman, 2013; Jonas, 2010; V erhellen, Dens, & Pelsmacker, 2013). Potential consumers trust the content generated by other users in regards to brands and products mainly because they perceive the users do not have any commercial interest (Mir & Rehman, 2013)
Risk is an uncertainty that normally unavoidable unless online consumers have prior knowledge and experiences to enable them for not

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