Tương tác trực tuyến và ý định mua hàng: Tầm quan trọng của người ảnh hưởng

Abstract

The digital revolution and the popularity of social media platforms have highlighted the role of influencers in shaping consumer behavior, especially in online shopping. This study explores the impact of perceived expertise and trustworthiness of influencers on consumer attitude and purchase intention and examines the moderating role of interaction in these relationships. With a sample size of 226 Ho Chi Minh City residents using social media, the study was conducted through convenience sampling and partial least squares structural equation modeling (PLS-SEM). The results show that perceived expertise of influencers significantly impacts trustworthiness and attitude. In particular, influencer-consumer interaction strongly moderates the relationship between expertise, trustworthiness, and attitude. The study contributes to enriching the traditional behavioral intention theories and provides practical implications for businesses in selecting and cooperating with influencers.