The Effect of User-Generated Content on Trust and Online Purchase Intention: Testing the Mediating Role of Trust in an Emerging Market

Purpose This study examines the effect of user-generated content (UGC) on customer trust and online purchase intention and tests the mediating role of trust in an emerging market context. Design/methodology/approach A descriptive–survey research design was employed. A total of 141 questionnaires were distributed among Instagram users in Iran, of which 100 valid responses were retained for analysis. Data were collected using five-point Likert scales and analysed through linear regression and mediation analysis using the PROCESS macro in SPSS. Findings The results indicate that UGC has a significant and direct effect on customer trust (β = 0.325) and online purchase intention (β = 0.760). Customer trust also has a positive effect on purchase intention (β = 0.360). However, mediation analysis reveals that trust does not play a statistically significant mediating role in the relationship between UGC and purchase intention (p = 0.374). This suggests that the influence of UGC on online purchase intention is primarily direct. Practical implications The findings suggest that brands operating in emerging markets should prioritise the creation and promotion of authentic user-generated content, increase verified customer reviews, and conduct live question-and-answer sessions to enhance consumers’ online purchase intention. Originality/value This study contributes to the social commerce literature by demonstrating that, in emerging markets, UGC may bypass trust as a mediating mechanism and directly shape online purchase behaviour.

کلیدواژه ها:

User-generated content ، Trust ، Online purchase intention ، Social commerce ، Emerging markets