Examining the Impact of user generated Content on Purchase Intention and Impulsive Buying with the Mediation of Attitude towards Online Shopping in the Fashion and Clothing Industry

Objective
In today’s digital world, users are not only consumers of content, but they have also become an important part of its producers. User-generated content, such as photos, videos, and reviews on social media and online sales platforms, creates more credibility and trust with other users because it is produced by real people and not directly affiliated with a brand. This type of content can change consumers’ attitudes toward online shopping, whether by increasing trust and ease of use, or by creating excitement or a sense of belonging to a fashion consumer community. A positive attitude toward online shopping is an important mediating factor that can explain the relationship between user-generated content and purchasing behavior. When an audience finds other users’ content credible and engaging, they are more likely to form a positive view of online shopping. This positive attitude may increase planned purchase intentions and even create conditions for an individual to make an impulsive purchase decision in the moment, especially in the fashion and apparel industry, where visual appeal and emotional triggers are very strong. In impulse buying, the dominant motivation is usually emotional and momentary. The design of online fashion environments and the use of user-generated content can stimulate this type of purchase through social feedback, realistic product displays, and creating a sense of time limitation or scarcity. Differences in customer demographics such as age, gender, or online shopping experience may also play a role in the intensity of the impact of user-generated content. Therefore, by expanding the public's access to content production platforms, users can easily share their shopping experiences and interactions with different brands and products in various ways. This content can potentially bring many advantages to brands, because other users perceive this content as more authentic and honest than official brand advertisements. Fashion and clothing brands, which are among the most popular pages on social networks, should also pay special attention to user-generated content and manage it in an appropriate manner.
Research Methodology
The present study is applied in terms of its purpose and descriptive and survey-type in terms of its data collection and analysis method. The statistical population of this study is consumers of fashion and clothing brands in the online space. In this study, convenience sampling method was used and data were collected from 304 consumers of fashion and clothing products in Tehran. The data collection tool was a questionnaire and structural equation modeling method with Smart-PLS software was used to analyze the data.
Findings
The results of the study showed that user-generated content has a significant effect on purchase intention, impulse buying, impulsive behavior, and attitude towards online shopping. Attitude towards online shopping has a significant effect on purchase intention and impulse buying. Impulsive behavior also has a significant effect on purchase intention and impulse buying.
Discussion & Conclusion
In traditional communication methods, a source was responsible for transmitting information to the audience (such as newspapers, books, or advertisements on television and billboards); but in digital media, the interaction between people and businesses becomes more important. User-generated content adds richness to the main content and covers sub-topics that are not included in the content. Today, many media outlets design their business models based on user-generated content and encourage users to produce free content by offering incentives to them. In addition to transmitting the information needed to the audience and potential customers, the regular production, collection, and publication of user-generated content provides fashion and apparel industry managers with new ideas and opportunities to produce and offer products and services tailored to the needs of the audience. Among all the tools that the fashion and apparel industry has to introduce itself on the web, user-generated content is one of the most important. Typically, buyers use user-generated content throughout their interaction with the fashion and apparel industry. This type of content can increase the level of interaction between the fashion and apparel brand and the audience and increase conversion rates. Given the role and importance of social media in Iranian businesses, and especially in the fashion and apparel industry, the attractiveness of producing content and presenting opinions and experiences of consumers in this industry through these media has increased. Consumers in this industry can use user-generated content as a valuable source to convey their experience or opinion about products or brands. These developments highlight the need for greater attention and understanding of user-generated content and its impact on factors such as purchase intention and impulse buying. Since the scope of influence of this type of content varies according to reputation, credibility, honesty, etc., and can be produced by anyone who is present on social media, many users encounter this type of content every day, which makes it important to recognize and pay attention to it.By leveraging user generated content, businesses can build stronger emotional bonds with consumers, foster engagement, and increase sales. The findings also highlight the importance of strategically designing user-generated content campaigns that align with consumers’ values, which fosters both immediate actions (such as impulse purchases) and long-term brand loyalty. The research contributes to a deeper understanding of consumer psychology in the digital age and provides valuable guidance for marketers on how to optimize the potential of user-generated content for business growth.