The impact of influencer on the purchase intention of young customer (gene Z) in the fashion sector in Ho Chi Minh City

Abstract

This study explored the effects of the influencer on Instagram on the intention to buy fashion products of young people (Gene Z). Based on the theory of attracting and signaling theory the authors propose a research model to investigate the relationship between influencer’s characteristics and shoppers’ intention to buy. Survey research achieved 388 valid candidates and analyzed on PLS-SEM, the results revealed that trust, attraction, and expertise had an impact on the attitude towards the influencer, while only trust and attraction have effects on the buying intention, the attitude towards the influencer has an impact on the intention to buy, but in fact, only the trust has the impact and can forecast the variables of young people’s intention to buy. Compared to previous studies, this research proposes that good attitudes toward Influencers on Instagram, may not lead to customer purchases, but rather to build brand awareness and engagement.