A Quantitative Investigation into the Influence of User-Generated Content on Gen Z Consumers' Purchasing Behavior on Shopee and Lazada

Abstract

In recent years, user-generated content (UGC) has become increasingly popular, especially among younger age groups, as it gives them a space to directly communicate their opinions and experiences about the products or services, as well as assess reviews from other users to assist themselves before deciding to purchase. However, as UGC spreads, the possible risks associated with it also increase. This study delves into UGC, particularly in the two popular e-commerce platforms, Shopee and Lazada, to determine and understand its influences on the purchasing decisions of Gen Z consumers in Los Baños, Laguna. It also further examines how these Gen Z consumers rely on and trust this UGC, as well as critically review such content before deciding to purchase. This study used a quantitative descriptive research design to collect and gather data. The survey questionnaires were distributed both online and in-person to the 100 target respondents, mainly Gen Z consumers who are 18 to 26 years old and live in Los Baños, Laguna, to collect data. To determine and analyze the results of the gathered data, descriptive statistics, such as frequency, percentage, and mode, were used in this study. It was then compared and contrasted to the existing related literature and studies from various online sources. Based on the results, it revealed that the authenticity and relatability of UGC on Shopee and Lazada are the factors that significantly influence the purchasing decisions of the majority of the selected Gen Z consumers in Los Baños, Laguna.