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

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  • Rejoice Jealous Tobias-Mamina
  • Eugine Tafadzwa Maziriri
  • Elizabeth Kempen

Abstract

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.

Suggested Citation

  • Rejoice Jealous Tobias-Mamina & Eugine Tafadzwa Maziriri & Elizabeth Kempen, 2021. "Determinants of consumer-generated-content usage for apparel shopping: The moderating effect of gender," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1969766-196, January.
    • Handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1969766
    DOI: 10.1080/23311975.2021.1969766
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    Cited by:

    1. Amita Venkatesh & P. Aruna, 2025. "Decoding millennial’s online apparel shopping: the role of e-commerce experience as a mediator and income as a moderator," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 52(1), pages 55-81, March.
    2. Ranitha Weerarathna & Nilmini Rathnayake & Inuri Yasara & Piyumi Jayasekara & Dewni Ruwanpura & Sachindra Nambugoda, 2022. "Towards work-life balance or away? The impact of work from home factors on work-life balance among software engineers during Covid-19 pandemic," PLOS ONE, Public Library of Science, vol. 17(12), pages 1-21, December.
    3. Manu Sharma & Sudhanshu Joshi & Sunil Luthra & Anil Kumar, 2024. "Impact of Digital Assistant Attributes on Millennials’ Purchasing Intentions: A Multi-Group Analysis using PLS-SEM, Artificial Neural Network and fsQCA," Information Systems Frontiers, Springer, vol. 26(3), pages 943-966, June.

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