IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v13y2024i3p97-108.html
   My bibliography  Save this article

Understand the role of user-generated content on purchase intention of ChatGPT premium in undergraduate student

Author

Listed:
  • Fitriana Dwi Andarsari

    (University of Brawijaya, Malang, Indonesia)

  • Nanang Suryadi

    (University of Brawijaya, Malang, Indonesia)

Abstract

The study investigates the impact of user-generated content (UGC) on the purchase intention (PI) of ChatGPT Premium among undergraduate students, focusing on the mediating roles of brand attitude (BA) and brand trust (BT) by using SOR and HOE models. Using quantitative research methods and analyzing data from 105 undergraduate students who using TikTok in Malang City, Indonesia. Data analysis using SEM-PLS, and the results show that user-generated content has no direct effect on purchase intention. Meanwhile, user-generated content has a direct positive and significant effect on brand attitude and brand trust. Each brand attitude and brand trust also have a significant positive effect on purchase intention. Positive UGC can increase brand attitude and brand trust as well as increase interest in purchasing premium ChatGPT. Furthermore, based on the results of the indirect effect, it is known that brand attitude and brand trust can mediate the influence of user-generated content on purchase intention, where both act as full mediators in this research. This paper offers valuable insights into how UGC on platforms like TikTok influences consumer behavior in the context of freemium to premium transitions. Key Words:user-generated content, brand attitude, brand trust, purchase intention, chatgpt

Suggested Citation

  • Fitriana Dwi Andarsari & Nanang Suryadi, 2024. "Understand the role of user-generated content on purchase intention of ChatGPT premium in undergraduate student," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 13(3), pages 1-97–108, April.
    • Handle: RePEc:rbs:ijbrss:v:13:y:2024:i:3:p:97-108
    DOI: 10.20525/ijrbs.v13i3.3430
    as

    Download full text from publisher

    File URL: https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/3430/2277
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v13i3.3430
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v13i3.3430?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:13:y:2024:i:3:p:97-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.