The impact of UGC on customer engagement via perceived value towards personal care products

The study aims to investigate the impact of UGC on customer engagement via perceived value towards personal care products in Myanmar. The variables examined include informativeness, entertainment, irritation, credibility, relevancy, perceived value and customer engagement. This study uses a quantitative research approach to collect primary data from the Millennials and Generation Z in Myanmar as these generations use social media platforms more than any other age group. This study mainly emphasizes the most popular social media platforms in Myanmar like Facebook and TikTok because they are the most dominant social media platforms in Myanmar, boasting the largest user bases within the country. Sample size consists of 385 respondents and then the data is collected for statistical analysis through a statistical program. The results show that most of the respondents are female, aged between 18 and 22 years, and they are single. The majority are students who have an education level of lower than a bachelor’s degree and report a monthly income of 300,000 Kyats or less. The results of the hypothesis testing show that entertainment and credibility have a significant positive influence on customer engagement with the effects of perceived value as a partial mediator in relationships. It is also found that irritation has a significant negative influence on customer engagement with the effects of perceived value as a partial mediator in relationships.

本研究旨在探究缅甸个人护理产品领域中，用户生成内容（UGC）通过感知价值（perceived value）对顾客参与（customer engagement）的影响。研究考察的变量包括信息性（informativeness）、娱乐性（entertainment）、刺激性（irritation）、可信度（credibility）、相关性（relevancy）、感知价值及顾客参与。本研究采用定量研究方法，以缅甸的千禧一代（Millennials）和Z世代（Generation Z）为对象收集原始数据——这两个世代的社交媒体使用率高于其他任何年龄群体。研究重点聚焦缅甸最受欢迎的社交媒体平台（如Facebook和TikTok），因其是该国用户基数最大的主流平台。样本规模为385名受访者，数据经统计软件进行统计分析。结果显示，多数受访者为18-22岁的单身女性，其中大部分为本科以下学历的学生，月收入不超过30万缅甸元（Kyats）。假设检验结果表明：娱乐性和可信度通过感知价值的部分中介作用，对顾客参与产生显著正向影响；刺激性亦通过感知价值的部分中介作用，对顾客参与产生显著负向影响。