UGC benefits apply to both retailers and buyers. Buyers have a high preference for these sites as they feel that it is less cluttered, too. UGC pages allow potential buyers to read or share their personal experiences. In the case of consumers who prefer experiential knowledge better when making their purchase, the UGC comes handy. Research papers have tried to assess consumer behaviour intention paper proposes a framework to investigate the influence of UGC on consumer’s online product purchase intention. Findings from this study are expected to extend the literature on UGC and give benefits to marketers and online business operators.
Consumer Attitude and Consumer Behavioural Intentions: Consumer behavioural intentions can be influenced by many things in the general landscape. For instance, research work done on consumer knowledge of product and their evaluations of product before purchase indicate that the more the consumer understands a product, then the greater are the chances of a favourable purchase intention (Chi and Yang, 2009). Consumer knowledge of a product makes them less biased towards buying the product and they make a better purchase decision. A similar structured thinking will also hold in the context of UGC related product purchase motivations.