There is growing interest in understanding of how User-Generated Content (UGC) empowers online consumer behavior. In this paper, we explore the relationships between Consumer Empowerment and Perceived Control (mediated by Self-Efficacy) over the decision making process using UGC. The results of this study reveal that Perceived Control has an influence on intention to use UGC. The findings also suggest that Consumer Empowerment has the capacity to influence Perceived Control, both directly (primarily via Content Empowerment), and indirectly (via Social Empowerment and Process Empowerment, mediated by Self-Efficacy, which in turn influences Perceived Control).
Mendes-Filho, Luiz; Tan, Felix B.; and Mills, Annette, "48P. User-Generated Content and Perceived Control: A Pilot Study of Empowering Consumer Decision Making" (2010). CONF-IRM 2010 Proceedings. 20.