The Influence of Influencers on the Purchase Decisions of New Generation Consumers in the Digital Economy Era

Abstract

This research aims 1) to study the characteristics of influencers towards the attitudes of new generation consumers in the digital economy era, 2) to study the attitudes towards purchasing decisions of new generation consumers in the digital economy era and 3) to study the Influence of influencers on the purchase decisions of new generation consumers in the digital economy era. This is quantitative research; the population and sample group from new generation consumers aged 18 years and over residing in Bangkok and its vicinity of 400 samples by Non - probability sampling and convenience sampling were used. The research results found that the personal factor analysis of 400 samples found that the majority of respondents were female and mostly aged between 18 and 24 years. Most were students and employees of private companies, studied at the bachelor's degree level and had an income of less than 15,000 baht per month. The results of that new generation consumers rated influencer characteristics in all four dimensions at a “high” level, namely, content quality, engagement, credibility and authenticity, respectively. The results of that new generation consumers have attitudes towards purchasing decisions in the digital economy era, presented through influencers, with an overall average value at a “high” level. The results of the analysis of purchasing decisions at a “high” level and the hypothesis test result found that; the results of that four influencer characteristics positively influence the attitudes of new generation consumers in the digital economy era and was statistically significant ( p< . 001 ), the results of that the attitudes of new generation consumers have a statistically significant positive influence on purchasing decisions in the digital economy era and was statistically significant ( p< . 001 ) and the results of that influencer characteristics not only directly influence purchase decisions but also significantly influence consumer attitudes toward brands, a key variable in building trust, preference and motivation to purchase products in the digital economy and a statistically significant at the . 05 level.