Abstract:
The purpose of this study to identify the influence of user generated content on purchase intention of
automobiles in Sri Lanka. The said study is based on the theory of Uses and Gratification and supportive
findings. This study has been addressed the survey type research method and structured questionnaire was used
to collect data and utilize sample frame of automobile followers on Facebook. Measuring the influence of user
generated content on purchase intention through developed hypotheses. Researchers have used analysis
technique of descriptive analysis, regression, and frequency test where statistical package for social science
(SPSS) was used as the main analytical software.
The results of the study discuss the main eight element affect the purchase intention of automobiles, but the two
elements not strongly affect the purchase intention which were namely, homophily and trust. These two elements
have weak relationship with the purchase intention. Mainly consumer resonance mediating the user generated
characteristics to purchase intention of automobiles. Hence this study has been significantly contributing to the
existing knowledge explaining the need, motivation (users and gratification) - consumer resonance-intention
linkage in customer behaviour.
