User-Generated Content, Product Page Design and User Behavior as Drivers for Purchasing Influence in Online Marketplaces

Thesis Title: User-Generated Content, Product Page Design and User Behavior as Drivers for Purchasing Influence in Online Marketplaces

Student’s Name: Alphas Pyego Kakuko

Supervisor’s Names:

1. Patrick Owoche
2. Richard Ronoh

Abstract:

As online marketplaces continue to expand and evolve, the influence of user-generated content (UGC), product page design, and consumer behavior on purchasing decisions has become increasingly significant. The rapid growth of e-commerce platforms has heightened the need for a comprehensive understanding of the factors that drive consumer purchasing decisions. Despite substantial research in this area, the combined effects of UGC and product page design on consumer behavior remain underexplored. The primary purpose of this research was to investigate user behavior, product page design, and user-generated content on online marketplaces to decode the detailed factors influencing purchasing decisions for online consumers and develop a purchasing influence framework for online marketplaces. The research was guided by four specific objectives: (1) To establish the relationship between user-generated content and purchasing influence in online marketplaces, (2 To establish the influence of product page design on purchasing influence of products in online marketplaces, (3) To analyze user behaviours within online marketplaces that significantly influence purchasing decisions, and (4) To develop a Purchasing Influence Framework for Online Marketplaces. This thesis adopted a mixed- method research design, utilizing both quantitative and qualitative approaches, including web analytics, focus group discussions, content analysis, and surveys. Using Cochran’s formula, a sample of 196 respondents was derived, with a response rate of 94.9%. The findings reveal that UGC, particularly in the form of reviews and ratings, has a significant impact on purchasing decisions. Additionally, product page design, especially when it is user-friendly and visually appealing, plays a critical role in engaging consumers and increasing conversion rates. The study also identifies two primary dimensions of user behavior on product pages: product interest and engagement, and product page attractiveness and user satisfaction. In conclusion, this research demonstrates that UGC, product page design, and user behavior are key drivers of purchasing influence in online marketplaces as illustrated by the Purchasing Influence Framework for Online Marketplaces (PIFOM). These findings offer valuable implications for e-commerce platforms, marketers, and designers seeking to optimize UGC features and product page layouts to enhance consumer engagement and drive sales. Furthermore, the study contributes to the academic discourse on e-commerce and consumer behavior, providing a foundation for future research in this field.