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

Abstract

This study focuses mainly on the influence of user-generated content, specifically in the two popular e-commerce platforms, Shopee and Lazada, on the purchasing decisions of Gen Z consumers in Los Baños, Laguna. It also further explores how these Gen Z consumers rely on and trust UGC and critically review such content before deciding to purchase.

Moreover, the sample size of respondents in this study is relatively small, as it is limited only to 100 and mainly Gen Z consumers of Shopee and Lazada who are 18 to 26 years old and live in Los Baños, Laguna. It will not cover or compare to the other generations and other e-commerce or social media platforms that have adopted the use of UGC.

Lastly, the results or findings are limited only based on the information and insights provided by the respondents from the survey questionnaires as well as existing related literature and studies from various online sources.