RESEARCH ON THE INFLUENCE OF KOC ON ONLINE PURCHASING DECISIONS OF STUDENTS OF HANOI UNIVERSITY OF INDUSTRY

Abstract

In 2022, the number of Vietnamese people shopping online will reach more than 51 million, an increase of 13.5% compared to 2021, with total spending
on online shopping reaching 12.42 billion USD. This shows that the development of technology has changed the way people interact with the consumer market.
The Internet and e-commerce have become an indispensable part of daily life, influencing consumer shopping behavior. Factors affecting consumers' purchasing
decisions do not stop at personality, culture, psychology, etc., but also include reference groups. In particular, the influence of KOC (Key Opinion Consumers) and
KOLs (Key Opinion Leaders) has also become very important in the product promotion process. Based on the literature review, to the author's knowledge, there
seems to be no research on the influence of KOC on online purchasing decisions of students of the Faculty of Management, School of Economics, Hanoi University
of Industry. The study shows that factors such as credibility, expertise, number of followers, product experience, style, incentives and feedback from followers
are the main factors that have a strong influence and positive impact on online purchasing decisions of students of the Faculty of Management, School of
Economics, Hanoi University of Industry.