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The role of influencers in online purchase intention of Gen Z

Published: January 24, 2025
doi:10.62831/202502016

Abstract

Based on the theoretical frameworks of the Theory of Planned Behavior (TPB), the Theory of Reasoned Action (TRA), purchase intention, and related literature, this study examined the influence of social media influencers on the online purchase intentions of Gen Z. Using a dataset of 274 observations, the study tested its proposed research model through Structural Equation Modeling (SEM) analysis. The findings reveal that influencer credibility, influencer attractiveness, and electronic word-of-mouth (eWOM) positively affect attitudes of Gen Z toward the brand, which, in turn, significantly enhances online purchase intention.

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Section Kinh doanh
Issue Industry and Trade Magazine - Scientific research results and technology applications No 2(1/2025)

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