Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam

Today, the development of the Internet and social networks has changed the lives of human beings. The ability of these technologies to connect people in real-time expands the influence of some people in the community. Therefore, this study is conducted to test whether customers change purchasing beh...

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Autores principales:	Pham Minh, Dang Thao Yen, Ngo Thi Huong Quynh, Hoang Thi Hong Yen, Tran Thi Thanh Nga, Nguyen Van Quoc
Formato:	article
Lenguaje:	EN
Publicado:	HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2021
Materias:	behavior influencer online purchasing source credibility technology acceptance model Economic theory. Demography HB1-3840
Acceso en línea:	https://doaj.org/article/9c393c51f0a54b39add19a1831f04eb3
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spelling	oai:doaj.org-article:9c393c51f0a54b39add19a1831f04eb32021-11-15T08:44:54ZAssessment of influencer’s effects on customers’ online purchasing behavior in Vietnam2734-93142734-958610.46223/HCMCOUJS.econ.en.11.2.1419.2021https://doaj.org/article/9c393c51f0a54b39add19a1831f04eb32021-08-01T00:00:00Zhttps://journalofscience.ou.edu.vn/index.php/econ-en/article/view/1419https://doaj.org/toc/2734-9314https://doaj.org/toc/2734-9586Today, the development of the Internet and social networks has changed the lives of human beings. The ability of these technologies to connect people in real-time expands the influence of some people in the community. Therefore, this study is conducted to test whether customers change purchasing behavior in online environments under the impact of those influencers by using Technology Acceptance Model (TAM). The study conducted a survey of 503 Vietnameses on Google Form from November 2020 to mid-January 2021. The collected data were analyzed using AMOS 24 with CB-SEM analysis method. The results showed a positive relationship between influencers and customers’ online purchasing behavior. More specifically, customers are more likely to buy online if they trust influencers and their advertisements. This is the most influential factor among the three influencer traits (as source credibility): trustworthiness, expertise, and attractiveness. A remarkable point in this study is that Vietnamese people are more concerned with perceived ease of use when buying online than other factors in the TAM model. This is the basis for businesses to implement influencer marketing strategies and improve the competitiveness of their online business.Pham MinhDang Thao YenNgo Thi Huong QuynhHoang Thi Hong YenTran Thi Thanh NgaNguyen Van QuocHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEarticlebehaviorinfluenceronline purchasing source credibilitytechnology acceptance modelEconomic theory. DemographyHB1-3840ENHo Chi Minh City Open University Journal of Science - Economics and Business Administration, Vol 11, Iss 2, Pp 81-96 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	behavior influencer online purchasing source credibility technology acceptance model Economic theory. Demography HB1-3840
spellingShingle	behavior influencer online purchasing source credibility technology acceptance model Economic theory. Demography HB1-3840 Pham Minh Dang Thao Yen Ngo Thi Huong Quynh Hoang Thi Hong Yen Tran Thi Thanh Nga Nguyen Van Quoc Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam
description	Today, the development of the Internet and social networks has changed the lives of human beings. The ability of these technologies to connect people in real-time expands the influence of some people in the community. Therefore, this study is conducted to test whether customers change purchasing behavior in online environments under the impact of those influencers by using Technology Acceptance Model (TAM). The study conducted a survey of 503 Vietnameses on Google Form from November 2020 to mid-January 2021. The collected data were analyzed using AMOS 24 with CB-SEM analysis method. The results showed a positive relationship between influencers and customers’ online purchasing behavior. More specifically, customers are more likely to buy online if they trust influencers and their advertisements. This is the most influential factor among the three influencer traits (as source credibility): trustworthiness, expertise, and attractiveness. A remarkable point in this study is that Vietnamese people are more concerned with perceived ease of use when buying online than other factors in the TAM model. This is the basis for businesses to implement influencer marketing strategies and improve the competitiveness of their online business.
format	article
author	Pham Minh Dang Thao Yen Ngo Thi Huong Quynh Hoang Thi Hong Yen Tran Thi Thanh Nga Nguyen Van Quoc
author_facet	Pham Minh Dang Thao Yen Ngo Thi Huong Quynh Hoang Thi Hong Yen Tran Thi Thanh Nga Nguyen Van Quoc
author_sort	Pham Minh
title	Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam
title_short	Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam
title_full	Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam
title_fullStr	Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam
title_full_unstemmed	Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam
title_sort	assessment of influencer’s effects on customers’ online purchasing behavior in vietnam
publisher	HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
publishDate	2021
url	https://doaj.org/article/9c393c51f0a54b39add19a1831f04eb3
work_keys_str_mv	AT phamminh assessmentofinfluencerseffectsoncustomersonlinepurchasingbehaviorinvietnam AT dangthaoyen assessmentofinfluencerseffectsoncustomersonlinepurchasingbehaviorinvietnam AT ngothihuongquynh assessmentofinfluencerseffectsoncustomersonlinepurchasingbehaviorinvietnam AT hoangthihongyen assessmentofinfluencerseffectsoncustomersonlinepurchasingbehaviorinvietnam AT tranthithanhnga assessmentofinfluencerseffectsoncustomersonlinepurchasingbehaviorinvietnam AT nguyenvanquoc assessmentofinfluencerseffectsoncustomersonlinepurchasingbehaviorinvietnam
_version_	1718428511842074624

Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam

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