Electronic Word-of-Mouth (eWOM) and User-Generated Content (UGC) on Beauty Products on YouTube: Factors Affecting Consumer Attitudes and Purchase Intention

Mazzini Muda, Noor Rita Mohamed Khan
Faculty of Business and Management, Universiti Teknologi MARA


The development of Web 2.0, social media and electronic word-of-mouth (eWOM) has given consumers a rich repertoire of product information to assist their purchase decisions. Many previous studies on eWOM concluded that consumers prefer user-generated contents (UGC) compared to company-generated contents (CGC). However, little is presently known about the relevant factors driving the UGC usage in the context of beauty products’ video reviews, specifically on YouTube. The current study examines the influence of information quality (IQ), perceived usefulness (PU), perceived credibility (PC) and perceptual homophily (PH) on consumer attitudes toward UGC and their intention of using it in their purchase decisions. Data collection was designed using a purposive sampling method, and the dataset of 372 respondents was subsequently analysed with PLS-SEM technique. The results revealed that all factors have a positive effect on consumer attitudes toward product contents which other users generate on YouTube. However, only PC has a positive impact on purchase intention. This study’s results have important implications for companies keen to develop a marketing strategy to promote their products on user-generated video website such as YouTube.

Keywords: User-Generated Contents (UGC), Perceived credibility, Perceptual homophily, Purchase intention, YouTube