Abstract:
The rise of user-generated content, particularly unboxing review videos on YouTube,
has transformed how consumers interact with and make decisions about products
online. Despite this global trend, limited research has examined how such videos
influence purchase intention among Generation Z consumers in Sri Lanka. This study
addresses this gap by investigating the impact of unboxing video viewing motivations
on purchase intention, guided by the Uses and Gratifications Theory (U&G). The
research examined four key motivational dimensions—information seeking,
entertainment, interpersonal utility, and passing time—to determine their individual
and collective influence on purchase behaviour in the e-commerce context. A
quantitative approach was adopted, using a structured questionnaire distributed via
social media to a sample of 250 Gen Z respondents. Data were analysed using
correlation and ordinal logistic regression, ensuring the reliability and validity of the
instrument. The results revealed that information seeking, interpersonal utility, and
pastime motivations significantly and positively influenced purchase intention, while
entertainment was not a statistically significant predictor. Moreover, the overall
unboxing video viewing motivation was found to have a strong positive relationship
with purchase intention. The findings highlight the importance of authentic,
informative, and socially engaging content in shaping consumer decisions.
Specifically, the study emphasised that Sri Lankan e-commerce platforms can benefit
by incorporating content strategies that reflect these motivations. The study
contributes theoretically by extending the U&G framework into the digital commerce
domain and offers practical insights for marketers, influencers, and e-commerce
platforms seeking to enhance content-driven engagement with Gen Z consumers in
Sri Lanka. Recommendations and future research directions are also proposed to
guide continued exploration in this evolving field.
