The Impact of User-Generated Content (UGC) in the Cosmetics Industry on Consumer Purchase Intention

SuLei Wang; Uswin Chaiwiwat

doi:10.63944/yms03.JFEMR

The Impact of User-Generated Content (UGC) in the Cosmetics Industry on Consumer Purchase Intention

SuLei Wang (Author)

M.B.A.Student, Dhonburi Rajabhat University

Uswin Chaiwiwat (Primary Contact)

Faculty of Management Science, Dhonburi Rajabhat University

DOI:https://doi.org/10.63944/yms03.JFEMR

Keywords:

user-generated content, consumer purchase intention, entertainment value, utility, authenticity

Published

29-09-2026

Abstract: The objectives of this research were 1) to investigate the characteristics of cosmetic review user-generated content (UGC), including entertainment value, utility, authenticity, interactivity, and completeness, along with consumer purchase intention, and 2) to examine the influence of these UGC characteristics on consumer purchase intention. This study employed a quantitative research approach. Data were collected from a sample of 327 consumers who had experience browsing cosmetic review UGC on Chinese social e-commerce platforms, selected through purposive sampling. A structured five-point Likert-scale questionnaire served as the research instrument. The data were analyzed using descriptive statistics, reliability and validity analysis, Pearson correlation analysis, and multiple linear regression analysis. The research findings revealed that: 1) consumers generally demonstrated positive perceptions of cosmetic review UGC and purchase intention. Among the five UGC characteristics, authenticity received the strongest consumer recognition, indicating that consumers particularly valued content reflecting genuine product usage and experiences, while utility and interactivity showed greater potential for improvement; and 2) all five UGC characteristics positively influenced consumer purchase intention. Utility was the most influential factor, followed by entertainment value, completeness, authenticity, and interactivity. These findings indicate that practical and useful information plays the most important role in strengthening purchase intention, while entertaining and comprehensive content further supports consumer decision-making. Authenticity and interactivity also contribute positively by enhancing the credibility of UGC and consumer engagement.

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The Impact of User-Generated Content (UGC) in the Cosmetics Industry on Consumer Purchase Intention

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