Dr. WONG Chi Bo, BrianBrianDr. WONG Chi BoLiang, YuqiYuqiLiangYu, HaoHaoYu2025-07-232025-07-232025In Law, M. (Ed.). (2025). E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 218-235). Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre.9789887104704https://www.hksyu.edu/flipbook/DFCBARC-E-Book_20250228/DFCBARC-E-Book.pdfhttp://hdl.handle.net/20.500.11861/24035The rise of social media platforms, such as Bilibili, has revolutionised marketing strategies and consumer behaviour. This study aims to explore the impact of user-generated content (UGC) in Bilibili videos on user purchase intentions and identify the factors influencing these intentions. By examining the unique interactive culture and diverse collection of videos on Bilibili, this research enhances our understanding of consumer behaviour in the context of social media platforms. The study employed a survey methodology by collecting 421 valid responses from individuals who had recently watched Bilibili videos. The data analysis involved partial least squares structural equation modelling to evaluate the measurement model and test the research hypotheses. The results indicate strong relationships between the UGC dimensions in Bilibili videos user purchase intentions. Additionally, the findings demonstrate good reliability, convergent validity, and discriminant validity of the measurement model. The study contributes to academia and online businesses by providing insights into the role of UGC in shaping consumer intentions within the Bilibili platform.enBilibiliIntention to PurchaseUser-Generated ContentBook Chapter