Trustworthiness of Micro-Influencers Affecting Purchase Intention in Products and Services in Bangkok, Thailand
Keywords:
Trustworthiness, Purchase Intention, Micro-InfluencerAbstract
This research investigates the trustworthiness of micro-influencers affecting purchase intentions for products and services in Bangkok. The objectives are to examine: 1) the importance of micro-influencer trustworthiness, 2) the importance of purchase intentions, and 3) the trustworthiness factors affecting the purchase intentions of consumers in Bangkok. Data were gathered through a questionnaire from a stratified sample of 400 individuals who have made purchases through micro-influencers in Bangkok. Statistical analysis, including percentages, means, standard deviations, and multiple regression, was used. Results indicate that the importance level of micro-influencer trustworthiness across five aspects is generally high, particularly consistency in brand alignment. Purchase intentions among consumers in Bangkok were generally high, with a preference for brands endorsed by micro-influencers. Hypothesis testing revealed that four trustworthiness factors—credibility, engagement and responsiveness, social proof, and consistency in brand alignment—significantly affect purchase intentions at the .05 significance level. These findings emphasize the crucial role of micro-influencers in shaping consumer behavior in Bangkok’s market, offering valuable insights for marketers and businesses to leverage trustworthiness in their digital strategies.
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