Factors Of Beauty Influencers That Impact Consumers Purchase Intention Toward Skincare Products On Youtube: A Case Of University Students In Ho Chi Minh City

Abstract

Nowadays, influencer marketing is a common phrase for both brands and consumers in terms of promoting products or services. To contribute to this subject, the purpose of this study is to evaluate factors of YouTube beauty influencers impacting the purchase intention toward skincare products in Ho Chi Minh City and better understanding which characteristics have a greater influence on the purchase intention. Perceived Expertise, Perceived Trustworthiness, Popularity, Homophily, and Information Quality were all identified as independent factors in the literature review. A single dependent variable was also identified (Intention to buy skincare products). In this research, the quantitative approach is employed, which integrates various analytical techniques such as reliability test, EFA, correlation analysis, and linear regression using SPSS software version 22.0. There were 352 Vietnamese respondents in Ho Chi Minh City who completed the survey, and 301 of them returned a valid answer. Results of the EFA test revealed that consumers' intentions to purchase skincare products were influenced by all independent factors except for Perceived Expertise, and Popularity is the most influential determinant. In terms of practical implications, the study helps YouTube beauty vloggers recognize which elements stimulate the consumers’ shopping intention toward skincare products.