ZETA Co., Ltd.
[Survey on the effects of UGC on purchasing behavior] Users of all ages enjoy highly satisfying purchasing experiences through UGC UGC is used by users of a wide range of generations and contributes to improving customer satisfaction
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ZETA Co., Ltd. (Headquarters: Setagaya-ku, Tokyo, hereinafter referred to as ZETA), a leading company in commerce and CX that develops and sells EC product search, reviews, hashtags, EC curation, and OMO solutions, will expand its business nationwide in December 2023. We conducted a survey on “the effects of UGC (*) on purchasing behavior” among 500 men and women in their 20s to 60s.
(*) Abbreviation for User Generated Contents, which refers to user-generated content such as word-of-mouth and Q&A.
Survey results regarding Q&A interactions (single answer)
[Image 1: https://prtimes.jp/i/38104/359/resize/d38104-359-9114a3410a7af8a6b0d0-0.png&s3=38104-359-7122287df81f3830c0d9e21b8965a88d-600×315.png ]
Excluding those who have never seen the Q&A exchange, the majority of people selected “I have purchased it” or “I have not purchased it, but I used it as a reference”, indicating that Q&A is one of the deciding factors when considering purchasing. I found out that there are two.
In addition, according to the results of a separate survey by age group, approximately half of all ages from 20s to 60s selected “I have purchased it” or “I have not purchased it, but I used it as a reference” after watching the Q&A exchange. Therefore, it is assumed that the introduction of customer participation-based services will be effective for a wide range of people.
Survey results regarding featured articles on EC sites (single answer)
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Approximately 80% of those who have seen the featured article on an EC site selected “I have purchased the product” or “I have not purchased the product, but I used it as a reference.” Approximately half of the respondents selected “I have purchased the product,” indicating that feature articles are important content that triggers a purchase.
Survey results regarding coordination and styling (single answer)
[Image 3: https://prtimes.jp/i/38104/359/resize/d38104-359-762a82fd7766bc01c6f9-2.png&s3=38104-359-5b3cf4ec4a9d9b2a3398b1989a69a5d6-600×315.png] More than half of all respondents refer to multiple recommended products displayed together (coordination/styling) as a reference when making a purchase, and approximately half of those who have made a purchase because of this We found that coordination and styling can lead to purchase promotion effects and increase unit prices. Survey results regarding satisfaction after purchasing a product (single answer)
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Approximately one in two people selected “The product met my expectations based on reviews” as the number one reason they were satisfied after purchasing, and users are enjoying a highly satisfying purchasing experience through UGC. I found out that there is. In addition to the above-mentioned questions, this survey also investigated by age group. UGC is useful as a reference when purchasing, not only for young people in their 20s and 30s, but also for all generations, and it has been shown to improve customer satisfaction. The results show that this leads to improvement. The “ZETA CX series” is an EC product search/site search engine “ZETA SEARCH”, a review/word-of-mouth/Q&A engine “ZETA VOICE”, a hashtag utilization engine “ZETA HASHTAG”, an EC curation engine “ZETA BASKET”, an OMO・With a lineup of eight products, including the DX solution “ZETA CLICK,” we use advanced data analysis and matching technology to create an even higher quality purchasing experience. ZETA will continue to provide useful services and introduce the effects to users and e-commerce site operating companies.