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August 11, 2025Formosa Journal of Applied Sciences

The Influence of User-Generated Content (UGC) on Generation Z Purchase Decisions on E-Commerce Platforms

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Authors

CHCecep HidayatAHAgus Maolana HidayatAWArry Widodo

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Overview

Quantitative analysis shows user-generated content enhances purchasing decisions in Generation Z, suggesting a focus on authenticity and engagement.

Key Points

  • User-generated content significantly influences generation z purchase decisions, highlighting the importance of authenticity and emotional engagement.
  • The study indicates that UGC authenticity is the strongest predictor of purchase decisions, with a standardized coefficient of β = 0.38.
  • Data was collected via online questionnaires from 250 Generation Z respondents on e-commerce platforms, analyzed using structural equation modeling.
  • The findings emphasize the role of trust and emotional engagement in shaping consumer behavior among generation z shoppers.

Cite This Study

Hidayat et al. (2025) studied this question.

synapsesocial.com/papers/68c2354db210217d64770aedhttps://doi.org/10.55927/fjas.v4i6.161
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Also Consider

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  1. 1Generation Z’s Reliance on UGC and Vlogs For Driving Buying Interest in The Fashion Industry2025 · 2 citations
  2. 2The Influence of Social Media on Gen Z Consumer Behavior in E-Commerce2025
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  4. 4ANALYZING THE FACTORS AFFECTING THE ONLINE PURCHASE INTENTION OF GENERATION Z ON TIKTOK SHOP: THE MEDIATING EFFECT OF ATTITUDES TOWARD USER-GENERATED CONTENT - A CASE STUDY IN THE MEKONG DELTA, VIETNAM2025
  5. 5The Effect of Live Streaming, Influencer Endorsement, and Customer Review on Purchase Decisions at Shopee (Study on Generation Z)2025