Factors influencing consumer engagement with user-generated content – A company case from Thailand: An empirical study

This research investigated the factors influencing the adoption and use of user-generated content (UGC) on review sites using a company case from Thailand ‘Wongnai’. The study used UTAUT2 as a theoretical model to examine the key factors affecting consumer use of technology and their acceptance of user-generated content on review sites. Structured questionnaire was used to collect data and the study hypotheses were tested on a sample of 207 users of Wongnai. Structural equation model (SEM) was used to examine the relations between the latent variables. The research findings indicate that all variables except the facilitating condition have significant relationship with behavioural intention to adopt the UGC for the company example. Performance expectancy was found to be the strongest positive influence on the consumers’ intention to use UGC review-sites. The results also revealed that effort expectancy, habit and hedonic motivation positively influence the adoption of behavioural intention.