The Influence of User Generated Content on Purc hase Intention of Automobiles in Sri Lanka

Abstract

The purpose of this study to identify the influence of user generated content on purchase intention of automobiles in Sri Lanka. The said study is based on the theory of Uses and Gratification and supportive findings. This study has been addressed the survey type research method and structured questionnaire was used to collect data and utilize sample frame of automobile followers on Facebook. Measuring the influence of user generated content on purchase intention through developed hypotheses. Researchers have used analysis technique of descriptive analysis, regression, and frequency test where statistical package for social science (SPSS) was used as the main analytical software. The results of the study discuss the main eight element affect the purchase intention of automobiles, but the two elements not strongly affect the purchase intention which were namely, homophily and trust. These two elements have weak relationship with the purchase intention. Mainly consumer resonance mediating the user generated characteristics to purchase intention of automobiles. Hence this study has been significantly contributing to the existing knowledge explaining the need, motivation (users and gratification) - consumer resonance-intention linkage in customer behaviour.