earticle

영어

This study aims to compare the effect size of firm-generated content (FGC) and user-generated content (UGC) on consumer trust and persuasive knowledge in Facebook context. While previous research investigates persuasive knowledge as unidimensional construct, this study adopts three evaluative dimensions of persuasive knowledge including skepticism, appropriateness, and liking of content. Further, this study applies the regulatory focus theory to explore the role of product types (utilitarian and hedonic) in activating consumers’ persuasive knowledge towards UGC. Three conditions of stimuli were designed to test our hypotheses with participation of 214 Vietnamese Facebook users. The results indicate that consumers have higher trust on UGC than FGC. This study also finds that consumers are higher skepticism towards FGC while they show their higher appropriateness and liking of UGC. Regarding UGC condition, our data shows that compared to the case of hedonic product, UGC related to utilitarian product more stimulates consumer’s skepticism but deters their perceived appropriateness. Accordingly, the implications for both theoretical and managerial perspectives and research direction are discussed.