Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer's Attitude towards User- Generated Content

User-Generated Content (UGC) has overshadowed other marketing trends and is a version of social proof. Current customer showcases their real-life experience and motivates potential customers to try these products and services. Building trust, creating community, customer engagement, loyalty, and social amplification are the denouements of UGC. This research investigates the impact of Brand Engagement (BE), Perceived Credibility (PC), Perceived Benefit (PB), and Information Quality (IQ) on attitude towards User-Generated Content (UGC). Also, how a consumer's purchase intention is impacted by a consumer's attitude towards UGC. The mediating effect of consumer's attitudes towards UGC was also examined by this study. A sample of 260 consumers was collected in a structured survey for the analysis of data. To examine the hypothesized linkages between the mentioned variables, structural equation modeling was used. It was found that BE, PC, PB, and IQ have a positive effect on consumers' attitudes towards UGC. Also, it was found that the consumer's attitude towards UGC positively affected online purchase intentions. The Bootstrapping procedure shows that consumers' attitude towards UGC possesses significant influence as a mediator between BE, PC, PB, IQ, and PI. The findings of this study can be useful for managers and marketers to enhance their understanding of the new marketing communication strategies.