Applying expanded Elaboration Likelihood Model to explain the effect of consumer-generated content on consumers

Abstract

This study aims at explaining the influence process of YouTube’s consumer-generated content on consumers’ cognition, attitude and purchase intention. The proposed model is based on Elaboration Likelihood Model with extensive variables including perceived usefulness, attitude, information adoption and purchase intention. To test the validity of proposed model and research hypotheses, Structural Equation Model is applied on a sample of 208 individuals who are interested in smartphone. The results show that the measurements are reliable and valid and research model can be used for explaining the effect of consumer-generated content on consumers. Besides, all hypotheses are empirically supported. This study, therefore, has contributions on both academic and practical aspects.