Impact of User-Generated Content on Purchase Intentions: A Comparative Study of Fashion Apparel Category among Young Chinese Women Consumers

Fanfan Zhang

doi:10.54254/2753-7064/2025.HT29233

Communications in Humanities ResearchOpen access

Impact of User-Generated Content on Purchase Intentions: A Comparative Study of Fashion Apparel Category among Young Chinese Women Consumers

Research Article

Open Access

Impact of User-Generated Content on Purchase Intentions: A Comparative Study of Fashion Apparel Category among Young Chinese Women Consumers

Fanfan Zhang ^1*

¹ Columbia University

^*Corresponding author: fz2371@tc.columbia.edu

Published on 5 November 2025

CHR Vol.95

ISSN (Print): 2753-7072

ISSN (Online): 2753-7064

ISBN (Print): 978-1-80590-509-7

ISBN (Online): 978-1-80590-510-3

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Abstract

In the digital age, user behaviour has been fundamentally affected by social media. This paper looks at the effects of user generated content (UGC) on young Chinese female consumers’ (aged 18-28) purchase intentions in the fashion apparel category by comparing two of China’s leading social media platforms Douyin and Xiaohongshu by virtue of a content analysis and monitoring of network characteristics, as well as by means of a case study of luxury e-tailer NET-A-PORTER. The research indicates that Xiaohongshu’s detailed, informative and community-based user generated content promotes trust-based, data-driven purchase journeys, while Douyin’s fast-moving, entertainment and visually based UGC causes impulsive buying behaviour arising from viral trends and sharing of the peer network. The NET-A-PORTER case-study reinforces the need for platform specific marketing. This research furthers the understanding of platform governance and consumer behaviour prevailing in the digital environment, and seeks to provide useful insights for brands and marketers keen to connect with the young consumer in China.

Keywords:

User-Generated Content (UGC), Consumer Behavior, Platform Economy, Xiaohongshu, Douyin.

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References

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References

[3]. Nieborg, D.B. and Poell, T. (2018) The Platformization of Cultural Production: Theorizing the Contingent Cultural Commodity. New Media & Society, 20, 4275-4292.

[5]. Lyon, D. (2019) Surveillance Capitalism, Surveillance Culture and Data Politics 1. In: Data Politics, Routledge, 64-77.

Cite this article

Zhang,F. (2025). Impact of User-Generated Content on Purchase Intentions: A Comparative Study of Fashion Apparel Category among Young Chinese Women Consumers. Communications in Humanities Research,95,1-6.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceeding of ICIHCS 2025 Symposium: The Dialogue Between Tradition and Innovation in Language Learning

ISBN: 978-1-80590-509-7(Print) / 978-1-80590-510-3(Online)

Editor: Enrique Mallen, Heidi Gregory-Mina

Conference website: https://2025.icihcs.org/

Conference date: 17 November 2025

Series: Communications in Humanities Research

Volume number: Vol.95

ISSN: 2753-7064(Print) / 2753-7072(Online)

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