Determinants of Customer Engagement on Social Commerce Sites: Role of User-Generated Content

Abstract

This study aims to investigate the role of User-Generated Content (UGC) in customer engagement by identifying the factors that influence customer engagement on social commerce sites. Data (n=307) were collected through an online survey. The data analysis was done through factor analysis and multiple regression. The research model was developed using Ducoffe’s [1] model. The result of data analysis reveals that Informativeness, Credibility, Relevancy, and Irritation of the UGC influence people’s perception of the value of the UGC, which will eventually lead to customer engagement intention. Entertainment was not able to contribute to the perceived value of UGC. The finding of this study will help marketers develop a strong brand by identifying the factors that encourage customers to participate in creating UGC. This study was the first study that used Ducoffe's [1] model to examine the role of UGC on customer engagement.