The Trust Pathway: Mediating Effects of Trust between Perceived Authenticity, Real-Time Interaction, and Generation Z’s Purchase Intentions

The Trust Pathway: Mediating Effects of Trust between Perceived Authenticity, Real-Time Interaction, and Generation Z’s Purchase Intentions

Shamuni Kunjiapu^1,2*, Sharifah Faridah Syed Ali³, Nordahlia Umar Baki⁴, Mak Kai Quan⁵

^1,2Department of Business Management New Era University College, Malaysia

^1,2Asia-Europe Institute, Universiti Malaya, Malaysia

³Department of Business Management New Era University College, Malaysia

⁴Department of Professional Development and Continuing Education, Universiti Putra Malaysia, Malaysia

⁵Department of Business Management, New Era University College, Malaysia

*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.90400452

Received: 16 April 2025; Accepted: 21 April 2025; Published: 21 May 2025

ABSTRACT

In the age of digital connectivity, Gen Z has developed as a critical consumer sector, relying largely on social media for product discovery and decision making. This conceptual study looks at how perceived authenticity of user-generated content (UGC) and real-time interaction affect purchase intention among Malaysian Gen Z customers, with trust serving as a key mediating variable. Based on the Stimulus-Organism-Response (S-O-R) framework, the study views perceived authenticity and real-time contact as stimuli that influence customer trust (organism), which leads to buy intention (response). A thorough study of the existing literature supports the creation of a proposed conceptual model that explains the psychological and behavioural mechanisms that underpin Gen Z’s digital purchasing behaviour. The research makes theoretical contributions to consumer behaviour and social media marketing literature while also presenting practical implications for marketers looking to effectively engage Gen Z through authentic and engaging content methods. Future research directions are also discussed to validate and expand the proposed paradigm.

Keywords: User-generated Content, Authenticity, Real-time Interaction, Generation Z, Purchase Intention, S-O-R Framework, Source Credibility Theory, Uses and Gratifications Theory,

INTRODUCTION

The rapid advancement of technology has altered how individuals connect, engage, and acquire information, significantly impacting generational identity and consumer behaviour (Michael, 2019). Generation Z or Gen Z or also known as Zoomers, characterised as individuals born from 1995 to 2010, has been entrenched in digital environments from a young age, resulting in unique consumer behaviours and expectations (Marušić et al., 2024). In Malaysia, Gen Z constitutes a notable cohort, comprising over 29% of the population, therefore exerting considerable influence on market trends (Tjiptono et al., 2020). Their digital fluency has fostered unique behavioural patterns, especially in content engagement and purchasing decisions (Khadar, 2020). Their significant presence, along with rising spending power, renders them an essential consumer category for enterprises. The expectations of Generation Z are influenced by rapidity, convenience, and tailored digital experiences. They have a heightened response to multichannel marketing techniques that seamlessly connect online and offline touchpoints, setting them apart from prior generations (Baykal, 2020). Reports reveal that more than 32% of Malaysian Gen Z consumers participate in daily online purchasing, with platforms such as TikTok emerging as significant product discovery engines, affecting 43% of user search behaviours (Khalid et al, 2023b; Wolff, 2023).

User-Generated Content (UGC) is a significant influence on Gen Z’s consumption patterns. A global poll conducted in 2022 revealed that approximately 24% of Gen Z customers in the United States reported that social media “likes”, or favourable comments substantially heightened their propensity to engage in online purchasing (Statista, 2023). UGC includes various user-initiated activities, such as publishing reviews, like content, sharing videos, and commenting, which function as personal expressions and informational resources for others (Kaplan & Haenlein, 2010; Davcik et al., 2021).  Defined as content voluntarily created and distributed by users across digital platforms (McKenzie et al., 2012), UGC is often perceived as more authentic, interactive, and impactful qualities that align closely with the preferences of Gen Z consumers (Wang, 2021; Lam et al., 2020).

Despite increasing interest in UGC, limited conceptual research has explored how authenticity, real-time contact, and perceived influence intersect to influence Gen Z’s purchasing intentions, especially in Southeast Asian or Malaysian contexts. This research seeks to fill this gap by offering a conceptual framework based on current digital marketing theory and the behaviours of Gen Z. The study formulates theoretical hypotheses to direct future empirical investigations and provides insights on how organisations can more successfully utilise user-generated content to impact Gen Z customers.

Problem Statement

User-Generated Content (UGC) has become a crucial element in contemporary marketing strategies, enabling brands to connect with consumers through transparency, relatability, and community-driven influence in the digital age. This content, which includes testimonials, product reviews, and social media posts, offers a peer-endorsed viewpoint that significantly appeals to younger audiences, especially Gen Z, a demographic known for valuing authenticity and peer recommendations in their purchasing decisions (Djafarova & Bowes, 2021). However, the mechanisms through which UGC shapes the consumption patterns of Gen Z, and the extent to which it builds trust and engagement compared to traditional advertising, are still underexplored. This gap requires the need for further investigation into how UGC contributes to digital consumer culture and purchasing behaviour in this emerging market segment.

Recent research indicates that 57% of Gen Z consumers demonstrate a greater propensity to buy products featured in influencer posts (eMarketer, 2024). In Malaysia, findings indicate that consumers are increasingly relying on influencers to inform their purchasing decisions, providing assurance and clarity regarding product value (Khalid et al.2023b). The rise of influencer marketing has resulted in “influencer fatigue,” characterised by consumer desensitisation to repetitive and overtly promotional content, leading to diminished engagement and trust (Lim et al., 2022). This shift highlights an increasing demand among Gen Z for content that is both authentic and provides real-time interaction and genuine experiences (Yoon et al., 2022).​

Despite the recognised significance of UGC, a considerable gap exists in comprehending how perceived authenticity and real-time interaction affect Gen Z’s trust and purchasing inclinations, especially in Malaysia. Closing this gap is crucial for organisations seeking to develop content strategies that meet Gen Z’s demands for openness, interactivity, and trust.

Research Objectives

The objectives of this concept paper are as follows:

1. a) To examine the impact of perceived authenticity of user-generated content (UGC) on purchase intention among Generation Z consumers in Malaysia.
2. b) To investigate the effect of real-time interaction within UGC on trust and purchase intention among Generation Z.
3. c) To assess the mediating role of trust in the relationship between perceived authenticity, real-time interaction, and purchase intention.

Significance and scope of the Study

This research enhances the current digital marketing literature by incorporating trust and perceived authenticity into the Source Credibility Theory framework, specifically tailored for Generation Z customers in Malaysia. The insights can guide companies and marketers in optimising influencer collaborations and content strategies within real-time digital contexts. Furthermore, it offers insights into how engagement and trust mechanisms influence purchasing decisions among socially active customer segments.

This conceptual study focuses on Malaysian Gen Z consumers and investigates how perceived authenticity of User-Generated Content (UGC), and real-time engagement influence their online purchasing decisions with trust as a mediating factor. The study is limited to digital platforms that enable interactive and user-generated content formats, such as Instagram, TikTok, and YouTube.

Underpinning Theories

This research is grounded in three main theoretical frameworks: Source Credibility Theory, Uses and Gratifications Theory (UGT) and the Stimulus-Organism-Response (S-O-R) model which collectively underpin and explain the conceptual model of the study.

Source Credibility Theory

Source Credibility Theory asserts that the effectiveness of a message is significantly influenced by the perceived credibility of its source, which includes factors such as trustworthiness, expertise, and attractiveness (Ohanian, 1990). A literature review indicates that this theory is applicable to consumer behaviour, technology, media, and information topics. MacKenzie and Lutz (1989), as well as Wang et al. (2021), demonstrated the significant impact of source credibility on message perception and purchase intention, with both studies demonstrating that individuals exhibit greater confidence and are more likely to be influenced when the source is perceived as highly credible.

Uses and Gratifications Theory (UGT)

Uses and Gratification Theory (UGT) examines the reasons for individuals’ media consumption, positing that people intentionally engage with media to fulfil particular needs, including information, personal identity, integration, social interaction, and entertainment (Katz et al., 1974). According to the theory, these demands can be divided into integrative, personal, emotive, cognitive, and tension-free categories. It challenges the conventional understanding of media influence by highlighting the audience’s active engagement in determining their media preferences. Chen (2011) and Alhabash & Ma (2017) used UGT to investigate user motives for participating with Twitter and Instagram, two social media platforms that rely heavily on user-generated content (UGC). They identified several gratifications, such as amusement, convenience, time-passing, information dissemination, social engagement, self-expression, and self-documentation. The highlighted behaviour, illustrate users’ interactions with and consumption of information produced by others for gratification purposes.

In this context, Generation Z consumers value participation with UGC because it provides relatable content, fosters a feeling of community, and provides entertainment all of which have the ability to impact their purchasing decisions (Leung, 2021).

The S-O-R Framework

Mehrabian and Russell (1974)’s Stimulus-Organism-Response (S-O-R) model is a core paradigm in environmental psychology that has been widely used in consumer behaviour and marketing research. The paradigm asserts that external stimuli (S) affect cognitive and emotional states (O) and behavioural reactions (R). In this model, External environmental cues including marketing content, social media, and user-generated content are stimuli (S);

Personal perceptions, emotions, attitudes, and trust are organs (O); Response (R) is behaviour like purchase intention, engagement, or brand loyalty. S-O-R is especially essential in digital contexts as consumers are continually stimulated by social media. Gen Z’s internal evaluation mechanisms trust is influenced by UGC authenticity and real-time interaction, which drives buy intention. This theoretical lens helps explain how digital stimuli affect user behaviour, giving it a good framework for Gen Z’s e-commerce and social commerce decisions.

The Development of Propositions

Perceived authenticity of user-generated content and its impact on purchase intention.

Perceived authenticity is defined as the degree to which UGC is perceived as genuine, spontaneous, and unfiltered; has a substantial impact on customer views, particularly among Gen Z. Authenticity, as clarified by Source Credibility Theory, contributes to the communication source’s trustworthiness (Ohanian, 1990). Sahai et al. (2024) demonstrated that perceived usefulness and user-generated content positively impact consumer trust, subsequently influencing online purchasing decisions.  This highlights the significance of authenticity in UGC, as consumers are more likely to trust content that seems genuine and impartial. Gen Z consumers respond better to relatable, peer-generated content than to professional or overly manicured influencer efforts and authentic UGC, such as unedited reviews or behind-the-scenes posts, is frequently regarded as more credible and powerful in affecting purchasing decisions (Geng & Chen, 2021). Additionally, social media-based UGC also demonstrates significant persuasive power in influencing young adults’ purchasing behaviour (Ooi et al., 2023).

Proposition 1: Perceived authenticity of UGC positively influences purchase intention among Gen Z consumers in Malaysia.

Real-Time Interaction and Purchase Intention

Real-time interaction, including live streaming and interactive question and answer (Q&A), augments user engagement by cultivating a sense of co-presence and responsiveness (Nguyen-Viet & Nguyen, 2024). These features help humanise content creators, enabling deeper emotional connections with audiences. Real-time features on platforms such as TikTok have markedly enhanced trust and conversion rates (Li et al., 2023). Approximately 50% of consumers indicate that they make purchases following their interaction with live content on TikTok (Ooi et al., 2023). This underscores the significance of including immediacy and interactivity in digital marketing, particularly for the perpetually connected Gen Z group.

Proposition 2: Real-time involvement with UGC positively influences purchase intention among Gen Z consumers in Malaysia.

The Role of Trust as a Mediator

Trust is critical in bridging the gap between user perceptions of content validity and subsequent behavioural responses, such as purchase intent (Li et al., 2022).  In the context of user-generated content (UGC), trust is built when information is believed to be real, interactive, and user-centred.  Trust among Malaysian Generation Z is determined not only by the perceived transparency of influencers and platforms, but also by the frequency and depth of online interactions that establish parasocial relationships (Khalid et al., 2023).  Empirical research reveals that trust plays a crucial role in mediating the relationship between customer interaction on platforms such as TikTok Shop and purchase decisions.  This pattern of trust-driven behaviour is consistent with findings in the field of green consumerism, where psychological constructs such as environmental concern and global environmental connectedness also shape purchase intentions (Sinnappan et al., 2023), emphasising trust as a cross-contextual driver of consumer choice.

Proposition 3: Trust mediates the relationship between perceived authenticity of UGC and purchase intention.

Proposition 4: Trust mediates the relationship between real-time interaction and purchase intention

Figure 1. Conceptual Framework of UGC and Purchase Intention among Gen Z

Source: Authors’ own  (2025)

METHODOLOGY

This study adopts a theory-driven, narrative literature review approach to develop a conceptual framework examining the impact of perceived authenticity of UGC, real-time interaction, and trust on purchase intention among Malaysian Gen Z consumers. Rather than focusing on empirical validation, this approach aims to synthesise and integrate theoretical perspectives to offer new insights into digital consumer behaviour within the social commerce context.

The conceptual foundation of this study is guided by two key theories—Source Credibility Theory and UGT, alongside the S-O-R model, which serves as an organising framework. Source Credibility Theory informs the role of trust in shaping consumer attitudes based on the perceived reliability and expertise of UGC sources. UGT provides a lens for understanding how and why individuals actively seek out and engage with digital content to fulfil specific needs, such as entertainment, information, or social interaction. The S-O-R model, meanwhile, offers a structural framework to map the interactions between external stimuli (e.g., perceived authenticity, real-time engagement), internal states (e.g., trust), and behavioural outcomes (e.g., purchase intention).

Relevant literature was identified through a purposive search of peer-reviewed journal articles published between 2013 and 2024 in databases such as Scopus, ScienceDirect, and Web of Science. Search terms included “UGC authenticity,” “real-time interaction,” “social media marketing,” “consumer trust,” “purchase intention,” “Generation Z,” and “Malaysia.” The selection criteria prioritised conceptual and theoretical relevance, methodological rigour, and contextual alignment with digital marketing practices, particularly in Southeast Asian markets.

From an initial pool of over 300 sources, 98 articles were selected for in depth analysis. These studies were critically reviewed and thematically synthesised to examine the roles and interconnections of authenticity, interactivity, and trust in shaping consumer purchase behaviour. Particular attention was given to literature that explores the attitudes and expectations of Gen Z consumers, with an emphasis on how digital content and engagement features influence trust formation and decision-making.

Based on this analysis, the proposed conceptual model positions perceived authenticity and real-time engagement as external stimuli that influence trust as an internal evaluative state, which in turn affects purchase intention. The framework thus integrates multiple theoretical perspectives to provide a nuanced understanding of how digital content and interactive features shape consumer decision-making processes in social commerce. This narrative review contributes to theory-building by offering a structured foundation for future empirical studies within this evolving domain.

Table 1: Methodology Overview

Source: Author’s own

CONCLUSIONS

This conceptual paper examines the impact of User-Generated Content (UGC) on the purchasing intentions of Malaysian Gen Z customers, highlighting the essential roles of authenticity and real-time engagement. The research presents a conceptual framework based on Source Credibility Theory, Uses and Gratifications Theory (UGT), and the Stimulus-Organism-Response (S-O-R) framework, highlighting trust as a crucial mediating component. The results indicate that genuine and captivating user-generated content substantially boosts consumer trust, thereby affecting their purchasing choices. These findings correspond with prior study on green purchase intentions (Sinnappan et al., 2023), emphasising the significance of trust in influencing consumer behaviour.

This study’s methodology offers a foundational knowledge of Gen Z’s interaction with digital information, especially with buying decisions influenced by social media. The paper enhances the existing knowledge on digital marketing and consumer psychology, providing both theoretical and practical significance. This study is conceptual; future research must empirically evaluate the suggested model to establish its relevance and application across various cultural contexts and platforms.

Limitations

The proposed framework has not undergone any empirical validation although based on existing literature. Its relevance to other cultural or regional contexts may be limited by its emphasis on Malaysian Gen Z. Furthermore, the study analyses the effect of UGC on purchase intentions and does not account for other factors affecting consumer decision-making, such as peer influence or previous brand interaction. These omissions may limit the comprehensiveness of the findings and suggest that the results should be interpreted within the specific scope and context of this study.

RECOMMENDATIONS

Empirical research should be conducted using both quantitative and qualitative methods to validate the proposed model. Quantitative studies could statistically assess the relationships between perceived authenticity, real-time interaction, trust, and purchase intention by employing structured instruments such as survey or experimental designs. This would enable the testing of hypotheses grounded in the Source Credibility Theory, UGT and S-O-R framework. In addition, qualitative research such as interviews and focus groups, could offer deeper insights into Gen Z consumers’ perceptions of trust and authenticity in UGC. These methods can help uncover underlying motivations, contextual influences and emotional responses that are not easily captured by quantitative approaches. The use of thematic analysis may help in identifying emerging patterns and constructs that can further refine the proposed research model. Future research may also consider integrating behavioral data from digital analytic or social media platforms to triangulate self -reported findings with actual online behavior. Such mixed-methods approaches would not only improve the validity of the findings but also contribute to the development of more robust digital marketing strategies tailored to Gen Z consumers.

REFERENCES

1. Alhabash, S., & Ma, M. (2017). A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students? Social media + Society, 3(1). https://doi.org/10.1177/2056305117691544 (Original work published 2017)
2. Baykal, B. (2020), “Generational Differences in Omnichannel Experience: Rising New Segment: Gen Z”, In Emerald Publishing Limited eBooks, Leeds, (pp. 117-132). https://doi.org/10.1108/978-1-80043-388-520201011
3. Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (8th ed.). McGraw-Hill/Irwin.
4. Chen, G. M. (2011). Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in human behaviour, 27(2), 755-762.
5. Coats C. (2024). To Reach Gen Z, Radio Should Be Leaning on Its ‘Influencers’. Retrieved from https://radioink.com/2024/10/18/to-reach-gen-z-radio-should-be-leaning-on-its-influencers/#:~:text=57%%20of%20Gen%20Z%20consumers%20are%20most,lastly%2C%20word%20from%20a%20friend%20at%2040%.
6. Davcik, N. S., Langaro, D., Jevons, C., & Nascimento, R. (2021). Non‐sponsored brand‐related user‐generated content: Effects and mechanisms of consumer engagement. Journal of Product & Brand Management, 31(1), 163–174. https://doi.org/10.1108/jpbm-06-2020-2971
7. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
8. Khadar, M. (2020). Understanding the pattern of online consumer buying behaviour of Gen Z—An empirical study. Asia Pacific Journal of Research. ISSN 2347-4793.
9. Khalid, N. R., Mohamad, R. A., & Ramli, R. (2023a). Social media influencers’ content credibility and its effect on Generation Z’s purchase intention. Universiti Malaysia Sabah Institutional Repository. https://eprints.ums.edu.my/id/eprint/41125/
10. Khalid J. K., Adnan W. H., Mohamed S. (2023b). The use of TikTok social media in influencing Generation Z online purchasing behaviour in Malaysia, Management Research Journal, 12(2), 40-52, https://doi.org/10.37134/mrj.vol12.2.4.2023
11. Lam, J. M., Ismail, H., & Lee, S. (2020). From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction. Journal of Destination Marketing & Management, 18, 100490.
12. Leung, L. (2021). The changing use of social media: The rising influence of gratifications. Telematics and Informatics, 59, 101563. https://doi.org/10.1016/j.tele.2020.101563
13. Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International journal of environmental research and public health, 19(7), 4378
14. Li, Y., Wongkitrungrueng, B., & Xie, K. L. (2023). Impact of live streaming features on consumer trust and purchase intention. Journal of Interactive Marketing, 63, 32–47.
15. Marušić, M., Dadić, M., & Grgić, H. (2024). Understanding Generation Z as a new generation of consumers. In 2024 Contemporary Issues in Economy & Technology (CIET) Conference Proceedings (pp. 473–488).
16. MacKenzie, P. J., Burkell, J., Wong, L., Whippey, C., Trosow, S. E., & McNally, M. B. (2012). User-generated online content 1: Overview, current state and context. First Monday, 17(6). https://firstmonday.org/article/view/3912/3266
17. Nakayama, K., Sale, C. J., Iglesias, R. J., & Moreno, D. E. (2023, August). The Mediating Effect of Online Trust on the Relationship of Consumer Engagement to Purchase Intention of Gen Z: The Case of TikTok Shop Cues. In 2023 7th International Conference on Business and Information Management (ICBIM) (pp. 15-20). IEEE.
18. Nguyen-Viet, B., & Nguyen, Y. T. H. (2024). Human–human interactions’ influence on impulse-buying intention in live commerce: the roles of Guanxi, co-viewer trust, and gamification. Journal of Promotion Management, 30(7), 1057-1086.
19. Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on Gen Z purchase intention with brand image as mediation: A study on consumers of Korea cosmetic product. International Journal of Research in Business and Social Science, 11(5), 18–32.
20. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
21. Ooi, K., Lee, V., Hew, J., Leong, L., Tan, G. W., & Lim, A. (2023b). Social media influencers: An effective marketing approach? Journal of Business Research, 160, 113773. https://doi.org/10.1016/j.jbusres.2023.113773
22. Sahai, P., Gupta, P., & Hungund, S. (2024). Influence of perceived usefulness and user-generated content on consumer trust to make online purchase decision. International Journal of Business Excellence, 32(3), 273–295.
23. Statista. (2023). Reasons for engaging with user-generated content in Malaysia. Retrieved from https://www.statista.com/statistics/1421214/malaysia-reasons-for-engaging-with-user-generated-content/
24. Sinnappan, P., Salim, F. A. A., Maideen, M. B. H., & Kunjiapu, S. (2023). The effect of environmental concern and global environmental connectedness on green purchase intention of hotel customers in Malaysia. International Journal of Sustainable Society, 15(1), 1–19. https://doi.org/10.1504/IJSSOC.2023.10053375
25. Tjiptono, F., Khan, G., Yeong, E. S., & Kunchamboo, V. (2020). Generation Z in Malaysia: The Four ‘E’ Generation. In Emerald Publishing Limited eBooks (pp. 149–163). https://doi.org/10.1108/978-1-80043-220-8
26. Wang, C. L. (2021). New frontiers and future directions in interactive marketing: Inaugural editorial. Journal of Research in Interactive Marketing, 15(1), 1–9.
27. Wang, J., Fan, X., Shen, X., & Gao, Y. (2021). Understanding the Dark Side of Online Reviews on Consumers’ Purchase Intentions in E-Commerce: Evidence from a Consumer Experiment in China. Frontiers in Psychology, 12, 741065. https://doi.org/10.3389/fpsyg.2021.741065
28. Wolff R. (2023). TikTok is changing the way Gen Zs shop. Retrieved from https://www.emarketer.com/content/tiktok-changing-way-gen-zs-shop
29. Yoon, S., Kim, J., & Lee, J. (2022). Social authenticity and Gen Z: Understanding how realness shapes online brand engagement. Journal of Business Research, 145, 52–63. https://doi.org/10.1016/j.jbusres.2022.02.028