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This research examines the relationships between user-generated content, shop metadata, and transaction volumes on online shopping platforms.

How User‐Generated Content and Platform Shop Metadata to Influence Transaction Volume: A Multilevel Study of Online Consumer Behavior

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This research examines the relationships between user-generated content, shop metadata, and transaction volumes on online shopping platforms.
Conducted a multilevel study using hierarchical linear modeling
Analyzed transactional data from Shopee Indonesia
Included 8552 product observations nested within 312 shop profiles
User-generated content significantly influences consumer perception and behavior
Shop metadata also plays a critical role in transaction volume
Combined effects enhance understanding of online consumer decision-making

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Multilevel analysis shows how user-generated content influences consumer behavior, suggesting important effects on transaction volume.

Lo et al. (2026) studied this question.

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