Examining the influence of user-generated content on the fashion consumer online experience

Article

Vazquez, D., Cheung, J., Nguyen, B., Dennis, C. and Kent, A. 2021. Examining the influence of user-generated content on the fashion consumer online experience. Journal of Fashion Marketing and Management. 25 (3), pp. 528-547. https://doi.org/10.1108/JFMM-02-2020-0018
TypeArticle
TitleExamining the influence of user-generated content on the fashion consumer online experience
AuthorsVazquez, D., Cheung, J., Nguyen, B., Dennis, C. and Kent, A.
Abstract

Purpose
The purpose of this study is to analyse online consumers' experiential responses towards visual user-generated content in social commerce fashion online shopping environments. The study develops and tests a UGC OCE framework incorporating aesthetic and relational experiential paths in the OCE.
Design/methodology/approach
This paper adopts a quantitative approach to examine fashion consumers experiential responses to UGC content. The sample comprised 555 respondents recruited via a consumer panel. SEM analysis was employed to analyse and test the framework model.
Findings
The findings illustrate that consumers are initially stimulated by an aesthetic experience, which then triggers a combination of relational, emotional and interactive experiences in fashion social commerce. The study extends the S-O-R framework by integrating it to the experiential “path” that indicates the series of experiences consumers encounter. Using S-O-R, the study presents the consumers' online experiential responses to viewing visual UGC, revealing that there are five experiential responses, all of which have an influence on online consumer behaviour. Responses towards visual UGC include visual, relational, emotional, cognitive engagement and interactive engagement, which were all identified to influence purchase intention.
Originality/value
This study is original in finding that, in the context of online fashion shopping, aesthetics drive relational experiences, and relational experiences drive flow and interactive behaviour and also purchase intention. Aesthetic experiences and positive emotions are powerful drivers of purchase intention and drive connectedness, flow and interactive behaviour. This study extends the literature by extending the frameworks in OCE and CE into the fashion UGC context.

Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeHealth & Wellbeing
PublisherEmerald
JournalJournal of Fashion Marketing and Management
ISSN1361-2026
Publication dates
Online22 Dec 2020
Print29 Jun 2021
Publication process dates
Deposited23 Jan 2023
Submitted02 Feb 2020
Accepted07 Sep 2020
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1108/JFMM-02-2020-0018
LanguageEnglish
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