The E-Commerce of Tomorrow: An Experimental Study of How User-Generated Content can be integrated into a Retailer's Website for Fashion Merchandise Display

Sammanfattning: An increasing number of individuals are turning to User-Generated Content (UGC) to learn about various products and services. Prior customers' experiences and opinions significantly impact potential buyers' decision-making during the customer journey. While considerable research has been conducted on text-based UGC, the effects of UGC in the form of images have not been thoroughly investigated. Specifically, there is a lack of complete understanding regarding how displaying merchandise through UGC images on a fashion brand's website influences customers' attitudes toward online fashion shopping. Drawing upon the Technology Acceptance Model, the present research explores how a shift from traditional Brand-Generated Content (BGC) to UGC influences users' opinions and perceptions of the usability and functionality of fashion e-commerce sites. Through an experimental study, this paper investigates the influence of content type on users' ability to visualize clothing items and their overall perception of the web page's usefulness for online fashion shopping. The results indicate that incorporating UGC into online fashion e-commerce positively affects consumers' attitudes toward online fashion shopping. UGC plays a vital role in boosting customers' perception of credibility, inspiring new fashion trends and ideas, and highlighting the increasing importance of social media platforms. To enhance the online shopping experience, retailers are advised to incorporate UGC into their platforms, as this can assist shoppers in visualizing items more accurately and increase their perceived value. Further, the present study underscores the importance of integrating user-generated content into fashion e-commerce, particularly for frequent fashion shoppers who engage in social media and seek inspiration there. However, it's important to note that people's perception of UGC may vary based on factors like their online shopping habits, social media usage, personal preferences, and motivations. Moreover, the impact of UGC may also vary based on the type of clothing category being promoted.