Examining the influence of user-generated content on the fashion consumer online experience

Abstract

PurposeThe purpose of this study is to analyse online consumers' experiential responses towards visual user-generated content in social commerce fashion online shopping environments. The study develops and tests a UGC OCE framework incorporating aesthetic and relational experiential paths in the OCE.Design/methodology/approachThis paper adopts a quantitative approach to examine fashion consumers experiential responses to UGC content. The sample comprised 555 respondents recruited via a consumer panel. SEM analysis was employed to analyse and test the framework model.FindingsThe findings illustrate that consumers are initially stimulated by an aesthetic experience, which then triggers a combination of relational, emotional and interactive experiences in fashion social commerce. The study extends the S-O-R framework by integrating it to the experiential “path” that indicates the series of experiences consumers encounter. Using S-O-R, the study presents the consumers' online experiential responses to viewing visual UGC, revealing that there are five experiential responses, all of which have an influence on online consumer behaviour. Responses towards visual UGC include visual, relational, emotional, cognitive engagement and interactive engagement, which were all identified to influence purchase intention.Originality/valueThis study is original in finding that, in the context of online fashion shopping, aesthetics drive relational experiences, and relational experiences drive flow and interactive behaviour and also purchase intention. Aesthetic experiences and positive emotions are powerful drivers of purchase intention and drive connectedness, flow and interactive behaviour. This study extends the literature by extending the frameworks in OCE and CE into the fashion UGC context.

How users' perceived prosumption activities influence co-creation experiences and co-creation intentions?

“…Thus, prosumption is not only helpful but also necessary to market promotion (Lan et al, 2017). These platforms should take measures such as rewards or sign-in achievements to promote users to create contents and interact (Vazquez et al, 2020;Yoo and Lee, 2010). Moreover, this study examines co-creation experiences take an important role in the relationship between perceived prosumption activities and users' co-creation interaction.…”

Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms

“…Therefore, the present study explores the reasons why SMUs like to share negative reviews, and it examines how these can influence social engagement and buying decisions. A recent study highlighted that UGC comprises of interactive, cognitive, emotional, relation and visual engagement and these can influence intentions to purchase fashion brands (Vazquez et al , 2021). However, this study did not provide any understanding as to which of these aspects are socially “trustable” sources that can generate interactive engagement and positive emotions towards buying fashion brands (Vazquez et al , 2021).…”

“…A recent study highlighted that UGC comprises of interactive, cognitive, emotional, relation and visual engagement and these can influence intentions to purchase fashion brands (Vazquez et al , 2021). However, this study did not provide any understanding as to which of these aspects are socially “trustable” sources that can generate interactive engagement and positive emotions towards buying fashion brands (Vazquez et al , 2021). Luca (2015) highlighted that blogs, discussions, crowdfunding, social sharing, comments, videos, reviews, networking, pictures and updates are popular types of UGC.…”

Discovering advancement in technology and mass media influence on gen Y male fashion consciousness

“…Fashion-conscious individuals are more willing to take part in consumption practices (Lam & Yee, 2014). Fashion-conscious male consumers have more definite intentions to buy fashion products that help them showing their status and wealth to others (Vazquez et al, 2020). Fashion awareness has a significant effect on buying intention and is a substantial factor for millennials to buy fashion products (Chi & Chen, 2020).…”