DRIVERS OF USER GENERATED CONTENT CREATION INTENTION OF YOUNG SHOPPERS IN OMNI-CHANNEL RETAILING

Abstract

Today, customers can create personalized user content on Internet platforms, which is seen as a form of electronic word of mouth. This concept has gained great interest from both academics and marketers because of its importance. This study adds theoretical gaps on the premises that drive the intentions of user content creation in omni-channel retailing. After analyzing data collected from 304 consumers in the 18 - 35 year-old group by using PLS-SEM, the results showed that research shopping behavior, perceived compatibility affect positively and perceived risk impacts negatively on shopping intention. At the same time, the relationship between the omni-channel shopping intention and the user-generated content is established. Thereby, the role of designing an effective channel strategy in order to increase the intention to participate in omni-channel shopping and user-generated content creation intention, especially for young customers