The factors affecting the consumer's attitude towards the content generated by the user and the intention online purchase

EXTENDED ABSTRACT
 
Introduction
 In today's world, with the expansion of new technologies in the electronic arena in the last decade and the expansion of the use of web technology, facilities such as social networks have been brought, which have caused many changes in their lives. Consumers use these facilities to create, edit or share content, discuss and use it to purchase products and use services.
With the development of the Internet, online shopping has increased. Therefore, online consumer attitude is very important and has attracted the attention of researchers. The observed growth in internet sales can be considered as part of the benefits of the internet by providing a large amount of information quickly and cheaply. Until this phenomenon reaches its full potential, business owners who use e-commerce as a distribution channel need to understand from online shoppers what products and services they buy online, why they shop online, and how a non-online shopper can. Can become an online shopper to increase their sales in this way, they escape the scrutiny. Once this information is available, retailers can develop a clear strategy to retain existing customers as well as attract future customers. After all, online consumer attitude is a problem that has involved many researchers. The basic question is which criteria determine the consumer's decision to buy from an electronic store, and therefore the consumer's attitude is very important to study the intention to buy online.
 Due to the increasing growth of companies from internet platforms and content production in different internet platforms, nowadays content generation plays a very important role in the purchase intention of consumers. The aim of the current research is to investigate the factors affecting the consumer's attitude towards the content generated by the user and the intention to online purchase in Digikala.
Method
 This research is applied in terms of purpose and descriptive in terms of survey type. The statistical population of the research includes customers of Digikala's Instagram page, and the sample size is 384 people based on Cochran's formula due to the unlimited sample size. A non-random sampling method is available. The library method has been used to conduct primary and preliminary studies. In order to collect data, the standard electronic questionnaire of Mathur and Gangouni (2021) was used. The current research was conducted in the first half of 1401.
Findings
In order to analyze the data, the method of structural equation modeling with partial least squares approach and SPSS and PLS software was used. The results of the research showed that the interaction with the brand has an effect on the content generated by the user among the customers of the Digikala store; Perceived credibility affects user-generated content among Digikala store customers; Perceived profit does not affect user-generated content among Digikala store customers; The quality of information does not affect the content produced by the user among the customers of the Digikala store, and finally the content generated by the user has an effect on the intention to online purchase among the customers of the Digikala. Interaction with the brand with an impact factor of 46. The highest impact is perceived credibility with an impact factor of 309. The second place is the quality of information with an impact factor of 039. The third place and finally the perceived usefulness with an impact factor of 037. In the fourth place, the impact on the content generated by the user. have
Conclusion
The present research was conducted due to the high effects of the Internet and the virtual world on the business world, which itself contains complications, and in the present research, one aspect of these complications has been addressed. Companies that operate in the online field should pay special attention to the type of user-friendly content and the quality and content and always monitor the different content of users in the virtual space in order to be able to identify consumers' attitudes and online shopping behavior more accurately.