Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)

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The Influencing Mechanism of Perceived UGC Quality on Gen Z Consumers’ Loyalty – An Empirical Analysis

Authors
Li Yu Tseng1, *, Hao Nan Xu1, Yu Yan Lian1, Jing Yang Xue1
1Nanfang College Guangzhou, Guangzhou, China
*Corresponding author. Email: zengly@nfu.edu.cn
Corresponding Author
Li Yu Tseng
Available Online 10 November 2022.
DOI
10.2991/978-94-6463-005-3_24How to use a DOI?
Keywords
Generation Z; community interaction; community identification; perceived UGC quality; customer loyalty; online word of mouth
Abstract

Generation Z consumers are low loyalty characterized. They often collect detailed information on UGC’s APP or website. The study demonstrates that UGC content can influence Gen Z purchasing decisions and can lead to consumer loyalty to the app. This study uses community interaction and community identification to explore the impact on customer loyalty and uses variables such as the community climate that Gen Z cares about, perceived UGC quality, and online word of mouth as the antecedent variables that affect community interaction. The research data was collected from 364 Gen Z respondents from the Guangzhou Higher Education Super Center and analyzed using structural equation modeling. It turns out that supportive climate (β = 0.25, p < 0.001), controlling climate (β = 0.18, p < 0.001), and perceived UGC quality (β = 0.44, p < 0.001) had positive effects on community interaction. Community interaction (β = 0.78, p < 0.001) affects community identification, and community identification (β = 0.82, p < 0.001) affects customer loyalty. However, community interaction is not affected by online word of mouth (β = 0.17, p > 0.05).

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
Series
Atlantis Highlights in Engineering
Publication Date
10 November 2022
ISBN
978-94-6463-005-3
ISSN
2589-4943
DOI
10.2991/978-94-6463-005-3_24How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Li Yu Tseng
AU  - Hao Nan Xu
AU  - Yu Yan Lian
AU  - Jing Yang Xue
PY  - 2022
DA  - 2022/11/10
TI  - The Influencing Mechanism of Perceived UGC Quality on Gen Z Consumers’ Loyalty – An Empirical Analysis
BT  - Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
PB  - Atlantis Press
SP  - 237
EP  - 247
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-005-3_24
DO  - 10.2991/978-94-6463-005-3_24
ID  - Tseng2022
ER  -