Impacts of Fashion Influencers on Consumers’ Purchase Intention at Ho Chi Minh City

Abstract:

This study analyzes the impact of influencers on the fashion purchase intention of young customers in Ho Chi Minh City using the theory of planned behaviour (TPB) model. Through a survey of 256 people, the research team applied the PLS-SEM method to test the hypotheses. The results show that Subjective Norms, Trustworthiness and Expert Perception all positively impact Attitude towards influencers. Furthermore, Attitude towards influencers and Brand Attitude also positively impact Purchase Intention. Finally, Attitude towards influencers positively affects Brand Attitude. The study contributes to clarifying the role of influencers in the fashion consumption behaviour of young customers in Vietnam.