The Role of User-Generated Content on Customers' Purchase Intent and Behavior: A Basis for E-Commerce Content Strategy for Micro and Small Enterprises

This study investigates the influence of U ser-Generated Content (UGC) on Online Trust and Purchase Intent among consumers in Santa Rosa Laguna, Philippines, with a focus on Micro and Small Enterprises (MSEs). The study aims to address the knowledge gap regarding the comprehension of UGC in the local context and its impact on consumer behavior. By examining the role of subjective norms, information quality, and source credibility in shaping attitudes towards UGC, the study provides valuable insights for MSEs to enhance their content marketing strategies. This study integrated the use of TRA and TPB in the conceptual framework and provides a robust theoretical basis for examining the relationships of variables in this study. The theory of Reasoned Action (TRA) emphasizes the role of attitudes and subjective norms in predicting behavior, which is relevant in understanding how consumers perceive and interact with UGC. The Theory of Planned Behavior (TPB) emphasizes the role of perceived behavior in forming behavioral intentions, which in turn influence behavior. This study also applied a quantitative research method and a causal research approach that utilized PLS-SEM to test relationships between each variable and Cronbach Alpha (CA) as Composite Reliability (CR) to assess the research instrument's quality. Furthermore, the questionnaire was distributed to a sample size of 231 participants through a purposive sampling technique. Results showed that there is a strong relationship between consumers' trust and their purchase decisions. Through a comprehensive analysis of the relationships between UGC, online trust, and purchase behavior, this research offers practical implications for marketers, MSEs, and shareholders to optimize their marketing approaches and foster customer engagement in the digital landscape. Overall, this research contributes to the existing body of knowledge by shedding light on the dynamics of UGC in a specific geographical context and its implications for business growth and competitiveness.