This study focuses on the complex relationship between user-generated content (UGC) and consumer behaviour when shopping online. This study aims to use a mixed methods approach to assess the reliability of measurement scales regarding the impact of UGC on purchasing, its impact on perception, trust and dependence on UGC, and moderating factors related to demographic variables. The study begins with the finding that an initial reliability analysis identified concerns regarding negatively correlated survey items related to employment status and social media use. However, after recording, Cronbach’s alpha showed a slight improvement and internal consistency reached an acceptable level. This suggests that, on average, participants experience some influence of UGC on their purchase intentions. Analysis of the two-point scale revealed questionable internal consistency reliability. This study recommends item refinement to improve correlations and reduce measurement errors and recognizes the need for further optimization to achieve ideal reliability. Examining the reliability and dependence of UGC using a 4-point scale reveals low internal consistency reliability. Participants tended to give items low ratings, indicating a general tendency to disagree. This study assumes that the complexity of the trust structure and differences in respondents' perceptions may contribute to these results. In the area of moderating factors, the internal consistency reliability of the five-item scale is very low. This study identified fundamental flaws in the scale design, including significant item variation and negatively correlated questions. This recommendation focuses on addressing instrument development issues related to item language and parameters. This study argues that further research is needed to improve the reliability and overall quality of measurement instruments, perhaps through qualitative methods and scale refinement. Furthermore, we highlight the importance of recognizing and analysing the influence of demographic variables in future research efforts, thereby contributing to a more comprehensive understanding of the phenomenon under study.
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Aikhor, Joy
Rights Holders: Aikhor, Joy Supervisors: Naz, Isbahna
Oxford Brookes Business School
MSc Management and Business Analytics
2024
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