| dc.description.abstract | This research investigated the important factors affecting the purchase intention of consumers in term of using key opinion leaders to promote Biti’s Hunter sneakers. With this study, the purpose is to measure factors, furthermore, to give recommendations based on research findings and analysis. Researched targets were consumers, both male and female, from 18-45 years old in Ho Chi Minh City who are frequently influenced by social media and the surge of new trends. The survey was conducted and distributed to target consumers directly and through online questionnaire. In details, the questionnaire was designed by Google Drive and shared to get response on Facebook. Quantitative method was the major approach, along with statistical applies such as EFA, Correlations and Multiple Linear Regression analysis. Thanks to the questionnaire, the data was collected and finalized for quantitative method. The unit of analysis was consumer aged from 18-45 years old in Ho Chi Minh City in early 2017. After analysis, the factors constituted in the research were Purchase Intention (PUR) – the dependent factor which was influenced by KOLs Source of Credibility including Attractiveness (ATT), Trustworthiness (TW), Expertise (EXP) and Message Involvement (MPO). The results are noteworthy as Attractiveness, Trustworthiness, Expertise and Message Involvement are found to have substantial influences on the Purchase Intention.
Thus, the conclusion was made and suggested for not only Biti’s but also Vietnamese companies, hence, marketers to improve the strength and influence of key opinion leaders to local products and limit the disadvantages occurred in Vietnamese context.
Keywords: Impact of Key Opinion Leaders, Vietnamese consumers, Purchase Intention, Key Opinion Leaders, KOLs Source of Credibility, Attractiveness, Trustworthiness, Expertise, Message Involvement, Biti’s, Biti’s Hunter case | en_US |
