Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender

This study determined the influence of perceived ease of use, perceived enjoyment, trustworthiness, knowledge and competence as potential determinants of consumer-generated-content usage for apparel shopping in a sample of young adult consumers. The data was obtained from 455 young adult social medi...

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Autores principales:	Rejoice Jealous Tobias-Mamina, Eugine Tafadzwa Maziriri, Elizabeth Kempen
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	perceived ease of use perceived enjoyment trustworthiness knowledge consumer-generated-content usage apparel shopping Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/4bda4ac356d94f218916f2f9c5d0af2f
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spelling	oai:doaj.org-article:4bda4ac356d94f218916f2f9c5d0af2f2021-12-02T16:36:16ZDeterminants of consumer-generated-content usage for apparel shopping: The moderating effect of gender2331-197510.1080/23311975.2021.1969766https://doaj.org/article/4bda4ac356d94f218916f2f9c5d0af2f2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1969766https://doaj.org/toc/2331-1975This study determined the influence of perceived ease of use, perceived enjoyment, trustworthiness, knowledge and competence as potential determinants of consumer-generated-content usage for apparel shopping in a sample of young adult consumers. The data was obtained from 455 young adult social media users using an anonymous questionnaire and the model was tested through structural equation modelling (SEM) approach. The eleven hypotheses were empirically tested. The findings confirmed all hypotheses in a significant way, with the exception of H2, H3, H5 and H7. Important to note on the study results is that while perceived usefulness has positively affected the attitude, its relationship with the intention to use consumer-generated content is not significant. However, knowledge and competence strongly influence attitudes. The indirect effect of perceived usefulness on intention via attitude, the mediating impact of perceived usefulness on the relationship between perceived ease of use and intention, the mediating effect of knowledge and competence on the relationship between perceived enjoyment and attitude have all been confirmed. This study stands to add new knowledge to the present body of consumer behaviour literature in Africa—a context that is often ignored by academics in developing countries.Rejoice Jealous Tobias-MaminaEugine Tafadzwa MaziririElizabeth KempenTaylor & Francis Grouparticleperceived ease of useperceived enjoymenttrustworthinessknowledgeconsumer-generated-content usageapparel shoppingBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	perceived ease of use perceived enjoyment trustworthiness knowledge consumer-generated-content usage apparel shopping Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	perceived ease of use perceived enjoyment trustworthiness knowledge consumer-generated-content usage apparel shopping Business HF5001-6182 Management. Industrial management HD28-70 Rejoice Jealous Tobias-Mamina Eugine Tafadzwa Maziriri Elizabeth Kempen Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender
description	This study determined the influence of perceived ease of use, perceived enjoyment, trustworthiness, knowledge and competence as potential determinants of consumer-generated-content usage for apparel shopping in a sample of young adult consumers. The data was obtained from 455 young adult social media users using an anonymous questionnaire and the model was tested through structural equation modelling (SEM) approach. The eleven hypotheses were empirically tested. The findings confirmed all hypotheses in a significant way, with the exception of H2, H3, H5 and H7. Important to note on the study results is that while perceived usefulness has positively affected the attitude, its relationship with the intention to use consumer-generated content is not significant. However, knowledge and competence strongly influence attitudes. The indirect effect of perceived usefulness on intention via attitude, the mediating impact of perceived usefulness on the relationship between perceived ease of use and intention, the mediating effect of knowledge and competence on the relationship between perceived enjoyment and attitude have all been confirmed. This study stands to add new knowledge to the present body of consumer behaviour literature in Africa—a context that is often ignored by academics in developing countries.
format	article
author	Rejoice Jealous Tobias-Mamina Eugine Tafadzwa Maziriri Elizabeth Kempen
author_facet	Rejoice Jealous Tobias-Mamina Eugine Tafadzwa Maziriri Elizabeth Kempen
author_sort	Rejoice Jealous Tobias-Mamina
title	Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender
title_short	Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender
title_full	Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender
title_fullStr	Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender
title_full_unstemmed	Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender
title_sort	determinants of consumer-generated-content usage for apparel shopping: the moderating effect of gender
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/4bda4ac356d94f218916f2f9c5d0af2f
work_keys_str_mv	AT rejoicejealoustobiasmamina determinantsofconsumergeneratedcontentusageforapparelshoppingthemoderatingeffectofgender AT euginetafadzwamaziriri determinantsofconsumergeneratedcontentusageforapparelshoppingthemoderatingeffectofgender AT elizabethkempen determinantsofconsumergeneratedcontentusageforapparelshoppingthemoderatingeffectofgender
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Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender

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