Effects of TikTok Influencers on the Purchase Intention of Gen-Z: Cosmetic Industry
Keywords:
cosmetic industry, generation Z, HCMC, purchase intention, TikTok influencers
Abstract
This study investigates how TikTok influencers affect Generation Z's purchase intention toward the cosmetic industry in HCMC. The research issue is a lack of knowledge on how TikTok influencers affect Generation Z's buying intentions for cosmetics. The research objective is to investigate the relationships among influencers' credibility, physical attractiveness, expertise, social advocacy, customers' trust, gender, and purchase intention. The literature study emphasizes the significance of customer trust and influencer characteristics in influencing consumer intention. A questionnaire survey is used as a data gathering technique in this research employing a quantitative methodology. To analyze the data, SPSS will be used as the statistical program. Descriptive statistics will be computed to summarize the data. Multiple regression analysis will examine the relationship between influencers' characteristics and customer trust toward their purchase intention. According to the findings, all influencers' characteristics, including credibility, physical attractiveness, expertise, and social advocacy, have favorable effects on Gen Z's purchasing intention. Surprisingly, customer trust has the most influence on Gen Z behavior. It indicates that there is a difference in purchase intention for different genders. The outcomes will offer valuable insights to cosmetic industry marketers at HCMC to develop effective influencer marketing strategies for Generation Z consumers.
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Hmoud, H., Nofal, M., Yaseen, H., Al-Masaeed, S., & AlFawwaz, B. (2022). The effects of social media attributes on customer purchase intention: The mediation role of brand attitude. International Journal of Data and Network Science, 6(4), 1543-1556. https://doi.org/10.5267/j.ijdns.2022.4.022
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Huang, Y. C., Wu, Y. C. J., Wang, Y. C., & Boulanger, N. C. (2011). Decision making in online auctions. Management Decision, 49(5), 784-800. https://doi.org/10.1108/00251741111130850
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Indrawati, P., Yones, C. P., & Muthaiyah, S. (2023). EWOM via the TikTok application and its influence on the purchase intention of Something Products. Asia Pacific Management Review, 28(2), 174-184. https://doi.org/10.1016/j.apmrv.2022.07.007
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Kim, J. O., & Ferree, G. D. (1981). Standardization in causal analysis. Sociological Methods & Research, 10(2), 187-210. https://doi.org/10.1177/004912418101000203
Kleck, R. E., & Rubenstein, C. (1975). Physical attractiveness, perceived attitude similarity, and interpersonal attraction in an opposite-sex encounter. Journal of Personality and Social Psychology, 31(1), 107-114. https://doi.org/10.1037/h0076243
Kumari, K., & Yadav, S. (2018). Linear Regression Analysis Study. Journal of the Practice of Cardiovascular Sciences, 4(1), 33-36. https://doi.org/10.4103/jpcs.jpcs_8_18
Le, H. (2022). How Do the Influencing Factors of Key Opinion Leaders (KOLs) on Social Networks Affect Vietnamese Consumers’ Purchase Intention? In Proceedings of RSU International Research Conference 2022 on Social Science and Humanities, Education, and Management 2022 (RSUSOC). Thailand: Rangsit University, pp. 251-269.
Le, V. T., Alang, T., & Tran, T. Q. (2021). How YouTube Influencers Impact Customers’ Purchase Intention: An Empirical Study of Cosmetic Brands in Vietnam. The Journal of Asian Finance, Economics and Business (JAFEB), 8(9), 101-111. https://doi.org/10.13106/jafeb.2021.vol8.no9.0101
Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960-978. https://doi.org/10.1108/MIP-04-2021-0104
Lim, X. J., Radzol, A. R. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36. https://doi.org/10.14707/ajbr.170035
Lin, Q., & Nuangjamnong, C. (2022). Exploring the role of influencers and customer engagement on purchase intention in TikTok live streaming shopping. International Journal of Social Sciences and Humanities Invention, 9(12), 7469-7498. https://doi.org/10.18535/ijsshi/v9i012.04
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