Characteristics and Contents of SMI (Social Media Influencer) that influences customer to buy online product: A Case of Gen Y in Bangkok
Keywords:
social media influencer, similarity, information quality, expertise, attractiveness, trustworthiness, credibility, purchase intentionAbstract
In this study, main purpose of this research is to determine the factors affecting purchase intention of Generation Y customer in online platform that got influenced by social media influencer recommendation or promoted in Bangkok. The researcher built a new conceptual framework by using three frameworks from previous studies. In this study, the researcher will look at seven major factors: similarity, information quality, expertise, and attractiveness which are independent variables. The dependent variables are trustworthiness, credibility, and purchase intention. This is quantitative research. And the data of 435 respondents were collected through online self-administrator questionnaires which’s Google form. This study uses Cronbach’s Alpha, descriptive statistics, multiple linear regression, and single linear analysis to analyze the data and test the research hypothesis. The result of this study shows that similarity has affected trustworthiness, while trustworthiness has the strongest influence on credibility followed by information quality and expertise. Furthermore, credibility has strongest influence on purchase intention followed by attractiveness. But trustworthiness has no significant relationship with purchase intention.
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