Data modelling consumer-generated content usage for apparel shopping

This data article presents raw inferential statistical data which determine the use of consumer-generated content for online fashion apparel shopping among young adult consumers in South Africa. The data was gathered from consumers within the Gauteng Province metropolitan area of Johannesburg. Structural equation modelling approach using partial least squares statistical software (Smart PLS) was used to test the posited hypotheses in the conceptual research model. Structured questionnaires were distributed to consumers within the Johannesburg Metropolitan area. This data set show that perceived usefulness, perceived trustworthiness, knowledge and Competence has a major statistical impact on attitude towards the use of consumer generated content. The data also suggested a statistically significant relationship between attitude and intention to use consumer generated content as a source of information for online apparel shopping. In addition, the data showed that the perceived usefulness and trustworthiness had a statically marginal impact on usage intention. The data also shows that the perceived enjoyment of user generated content by users has had a negative and statically insignificant impact on attitude, while attitude has had a positive and significant effect on consumer behavioural intentions.