Trust in Others’ Mirrors: How UGC Shapes Confidence in Aesthetic Medicine

This study examines how user-generated content (UGC) shapes trust and purchase intention in aesthetic medicine. Drawing on the Stereotype Content Model and trust theory, it investigates the roles of perceived warmth and competence conveyed through online reviews. A quasi-experimental study using fictitious physician reviews was conducted with 221 Brazilian and Portuguese respondents. Structural equation modeling shows that both warmth and competence significantly enhance trust, with competence exerting a stronger effect. Trust strongly predicts purchase intention, while sensitivity to UGC does not moderate these relationships. A halo effect emerges, revealing interdependence between warmth and competence perceptions in high-risk medical services.