Factors of Celebrity Affecting to Customers' Cosmetic Buying Decision in Ho Chi Minh City

Abstract

The purpose of the study is to identify and analyze the celebrity's factors affecting the customer's decision to buy cosmetics in Ho Chi Minh City. From our results, we propose some managerial implications to improve the effectiveness of cosmetic advertising through celebrities. The data is obtained from a survey of 150 customers who have used cosmetics advertised by celebrities. The methods of exploratory factor analysis, confirmatory factor analysis and multivariate regression analysis, T-Test and ANOVA were used to analyze data and test the fit of the model with the models and proposed research hypothesis. The results show that attraction, experience, and negative information are three factors of celebrities affecting customers' decision to buy cosmetics in Ho Chi Minh City.