--

11 (2) 2021

Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam


Author - Affiliation:
Pham Minh - Ho Chi Minh city Open University , Vietnam
Dang Thao Yen - Ho Chi Minh city Open University , Vietnam
Ngo Thi Huong Quynh - Ho Chi Minh city Open University , Vietnam
Hoang Thi Hong Yen - Ho Chi Minh city Open University , Vietnam
Tran Thi Thanh Nga - Ho Chi Minh city Open University , Vietnam
Nguyen Van Quoc - Ho Chi Minh city Open University , Vietnam
Corresponding author: Pham Minh - minh.p@ou.edu.vn
Submitted: 27-01-2021
Accepted: 28-04-2021
Published: 14-08-2021

Abstract
Today, the development of the Internet and social networks has changed the lives of human beings. The ability of these technologies to connect people in real-time expands the influence of some people in the community. Therefore, this study is conducted to test whether customers change purchasing behavior in online environments under the impact of those influencers by using Technology Acceptance Model (TAM). The study conducted a survey of 503 Vietnameses on Google Form from November 2020 to mid-January 2021. The collected data were analyzed using AMOS 24 with CB-SEM analysis method. The results showed a positive relationship between influencers and customers’ online purchasing behavior. More specifically, customers are more likely to buy online if they trust influencers and their advertisements. This is the most influential factor among the three influencer traits (as source credibility): trustworthiness, expertise, and attractiveness. A remarkable point in this study is that Vietnamese people are more concerned with perceived ease of use when buying online than other factors in the TAM model. This is the basis for businesses to implement influencer marketing strategies and improve the competitiveness of their online business.

Keywords
behavior; influencer; online purchasing source credibility; technology acceptance model

Full Text:
PDF

Cite this paper as:

Pham, M., Dang, T. Y., Ngo, T. H. Q., Hoang, T. H. Y., Tran, T. T. N., & Nguyen, V. Q. (2021). Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 11(2), 81-96. doi:10.46223/HCMCOUJS.econ.en.11.2.1419.2021


References

Aaker, D. A., & Myers, J. G. (1987). Advertising management. New York, NY: Prentice Hall.


Afendi, N. A., Azizan, F. L., & Darami, A. I. (2014). Determinants of halal purchase intention: Case in perlis. International Journal of Business and Social Research, 4 (5), 118-123.


Alhidari, A., Iyer, P., & Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14 (2), 107-125.


Alsulaiman, K., Forbes, S. L., Dean, D. L., & Cohen, D. A. (2015). Relationships between perceived product values and three word of mouth variables. Journal of Customer Behaviour, 14 (4), 277-294.


Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423.


Assaker, G. (2020). Age and gender differences in online travel reviews and User-Generated-Content (UGC) adoption: Extending the Technology Acceptance Model (TAM) with credibility theory. Journal of Hospitality Marketing & Management, 29 (4), 428-449.


Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23 (1), 57-61.


Ayeh, J. K., Au, N., & Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35 (1), 132-143.


Bentler, P., & Speckart, G. (1979). Models of attitude-behavior relations. Psychological Review, 86 (5), 452-464.


Bernhardt, J. M., Mays, D., & Hall, A. K. (2012). Social marketing at the right place and right time with new media. Journal of Social Marketing, 2 (2), 130-137.


Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 30 (4), 805-825.


Blackwell, R. D., Paul, W. M., & James, F. E. (2006). Attributes of attitudes. In Consumer behavior (pp. 235-243). New York, NY: Thompson Press.


Castaneda, J. A., Frias, D. M., & Rodriguez, M. A. (2009). Antecedents of internet acceptance and use as an information source by tourists. Online Information Review, 33 (3), 548-567.


Chahal, H., & Mehta, S. (2013). Modeling patient satisfaction construct in the Indian health care context. International Journal of Pharmaceutical and Healthcare Marketing, 7 (1), 75-92.


Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37 (8), 1387-1397.


Chen, C. W., Chen, W. C., & Chen, W. K. (2014). Understanding the effects of eWOM on cosmetic consumer behavioral intention. International Journal of Electronic Commerce Studies, 5 (1), 97-102.


Chen, L., & Aklikokou, A. K. (2020). Determinants of e-government adoption: Testing the mediating effects of perceived usefulness and perceived ease of use. International Journal of Public Administration, 43 (10), 850-865.


Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9 (2), 148-159.


Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34 (4), 481-495.


Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems (Doctoral dissertation). Massachusetts Institute of Technology, Sloan School of Management, Cambridge, MA.


Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3), 319-340.


Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35 (8), 982-1003.


Dwivedi, A., & Johnson, L. W. (2013). Trust-commitment as a mediator of the celebrity endorser-brand equity relationship in a service context. Australasian Marketing Journal (AMJ), 21 (1), 36-42.


Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15 (4), 291-314.


Fauser, S. G., Wiedenhofer, J., & Lorenz, M. (2011). Touchpoint social web: An explorative study about using the social web for influencing high involvement purchase decisions. Problems and Perspectives in Management, 9 (1), 39-45.


Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18 (3), 382-388.


Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trust-worthiness for celebrities. Journal of The Academy of Marketing Science, 6 (4), 291-299.


Gefen, D., Karahanna, E., & Straub, D. W. (2003a). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27 (1), 51-90.


Gefen, D., Karahanna, E., & Straub, D. W. (2003b). Inexperience and experience with online stores: The importance of TAM and trust. Engineering Management, 50 (3), 307-321.


George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14 (3), 198-212.


Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62 (5), 565-571.


Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. Upper Saddle River, NJ: Pearson Prentice Hall.


Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19 (2), 139-152.


Hamari, J., & Koivisto, J. (2014). Measuring flow in gamification: Dispositional flow scale-2. Computers in Human Behavior, 40, 133-143.


Hu, L. T., & Bentler, P. M. (1999). Cut off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6 (1), 1-55.


Hu, P. J., Chau, P. Y., Sheng, O. R. L., & Tam, K. Y. (1999). Examining the technology acceptance model using physician acceptance of telemedicine technology. Journal of Management Information Systems, 16 (2), 91-112.


Hwang, Y. (2009). The impact of uncertainty avoidance, social norms and innovativeness on trust and ease of use in electronic customer relationship management. Electronic Markets, 19 (2/3), 89-98.


Ilicic, J., & Webster, C. M. (2015). Consumer values of corporate and celebrity brand associations. Qualitative Market Research, 18 (2), 164-187.


Jin, C. H. (2014). Adoption of e-book among college students: The perspective of an integrated TAM. Computers in Human Behavior, 41, 471-477. doi:10.1016/j.chb.2014.09.056


Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11 (3), 15-24.


Kamal, S. A., Shafiq, M., & Kakria, P. (2020). Investigating acceptance of telemedicine services through an extended Technology Acceptance Model (TAM). Technology in Society, 60, Article 101212. doi:10.1016/j.techsoc.2019.101212


Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19 (1), 4-13.


Kang, J. W., & Namkung, Y. (2019). The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, 78, 189-198. doi:10.1016/j.ijhm.2018.10.011


Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters, 27 (3), 553-567.


Kemp, S. (2017). Digital in 2017: Global overview. Retrieved January 24, 2021, from https://wearesocial.com/special-reports/digital-in-2017-global-overview


Kemp, S. (2020). Digital in 2020: Vietnam. Retrieved January 24, 2021 from https://datareportal.com/reports/digital-2020-vietnam


Kim, D. Y., Park, J., & Morrison, A. M. (2008). A model of traveller acceptance of mobile technology. International Journal of Tourism Research, 10 (5), 393-407.


Kim, M. J., Chung, N., Lee, C. K., & Preis, M. W. (2016). Dual-route of persuasive communications in mobile tourism shopping. Telematics and Informatics, 33 (2), 293-308.


Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13 (2), 205-223.


Kucukusta, D., Law, R., Sahli, A. B., & Legoherel, P. (2015). Re-examining perceived usefulness and ease of use in online booking: The case of Hong Kong online users. International Journal of Contemporary Hospitality Management, 27 (2), 185-198.


Li, C. Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior, 29 (1), 264-275.


Li, C. Y. (2015). The effects of source credibility and argument quality on employees’ responses toward information system usage. Asia Pacific Management Review, 20 (2), 56-64.


Liaw, S. S., & Huang, H. M. (2003). An investigation of user attitudes toward search engines as an information retrieval tool. Computers in Human Behavior, 19 (6), 751-765.


Lin, H. F. (2007). Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, 6 (4), 433-442.


Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology, 39 (2), 235-244.


Malik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27 (2), 128-143.


McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16 (3), 310-321.


Mello, J., Garcia-Marques, T., Briñol, P., Cancela, A., & Petty, R. E. (2020). The influence of physical attractiveness on attitude confidence and resistance to change. Journal of Experimental Social Psychology, 90 (2020), Article 104018. doi:10.1016/j.jesp.2020.104018


Morosan, C. (2012). Theoretical and empirical considerations of guests’ perceptions of biometric systems in hotels: Extending the technology acceptance model. Journal of Hospitality & Tourism Research, 36 (1), 52-84.


Munoz-Leiva, F., Climent-Climent, S., & Liébana-Cabanillas, F. (2017). Determinants of intention to use the mobile banking apps: An extension of the classic TAM model. Spanish Journal of Marketing-ESIC, 21 (1), 25-38.


Nguyen, M. H., & Nguyen, H. L. (2017). The effects of celebrity endorsement on customer’s attitude toward brand and purchase intention. International Journal of Economics and Finance, 9 (1), 64-77.


Nunnally, J. C. (1994). Psychometric theory (3rd ed.). New York, NY: Tata McGraw-hill Education.


Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trust-worthiness, and attractiveness. Journal of Advertising, 19 (3), 39-52.


Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31 (1), 46-54.


Oni, A. A., & Ayo, C. K. (2010). An empirical investigation of the level of users’ acceptance of e-banking in Nigeria. Journal of Internet Banking and Commerce, 15 (1), 1-13.


Ozanne, M., Liu, S. Q., & Mattila, A. S. (2019). Are attractive reviewers more persuasive? Examining the role of physical attractiveness in online reviews. Journal of Consumer Marketing, 36 (6), 728-739.


Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7 (3), 69-103.


Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30 (1), 115-143.


Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10 (2), 135-146.


Pham, M., & Bui, N. T. A. (2020). The relationship between celebrity endorsement and brand equity: What’s happening on the social network? Journal of Science Ho Chi Minh City Open University, 10 (2), 164-178.


Rieh, S. Y., & Belkin, N. J. (1998). Understanding judgment of information quality and cognitive authority in the WWW. Proceedings of the ASIS Annual Meeting, 35, 279-289.


Rose, S., & Samouel, P. (2009). Internal psychological versus external market-driven determinants of the amount of consumer information search amongst online shoppers. Journal of Marketing Management, 25 (1/2), 171-190.


Schepers, J., & Wetzels, M. (2007). A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects. Information & Management, 44 (1), 90-103.


Schickel, R. (2000). Intimate strangers: The culture of celebrity in America. Chicago, IL: Ivan R. Dee Publisher.


Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22 (2), 189-214.


Shah, A. M., Zahoor, S. Z., & Qureshi, I. H. (2019). Social media and purchasing behavior: A study of the mediating effect of customer relationships. Journal of Global Marketing, 32 (2), 93-115.


Shim, S. I., & Lee, Y. (2011). Consumer’s perceived risk reduction by 3D virtual model. International Journal of Retail & Distribution Management, 39 (12), 945-959.


Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects of integrated marketing communications. La Jolla, CA: South Western Educational Publishing.


Speck, P. S., Schumann, D. W., & Thompson, C. (1988). Celebrity endorsements-scripts, schema and roles: Theoretical framework and preliminary tests. Advances in Consumer Research, 15 (1), 69-76.


Steadman, M. (1969). How sexy illustrations affect brand recall. Journal of Advertising Research, 9 (1), 15-19.


Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7 (3), 135-161.


Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14 (1), 49-65.


Taylor, S. A., Sharland, A., Cronin, J. J., Jr., & Bullard, W. (1993). Recreational service quality in the international setting. Journal of Service Management, 4 (4), 68-86.


Venkatesh, V., & Brown, S. A. (2001). A longitudinal investigation of personal computers in homes: Adoption determinants and emerging challenges. MIS Quarterly, 25 (1), 71-102.


Venkatesh, V., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: Development and test. Decision Sciences, 27 (3), 451-481.


Yu, C. S., & Tao, Y. H. (2009). Understanding business-level innovation technology adoption. Technovation, 29 (2), 92-109.


Zhang, W., & Watts, S. A. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the Association for Information Systems, 9 (2), 73-94.


Zheng, Y., Zhao, K., & Stylianou, A. (2013). The impacts of information quality and system quality on users’ continuance intention in information-exchange virtual communities: An empirical investigation. Decision Support Systems, 56 (1), 513-524.


Zhu, D. H., Chang, Y. P., & Luo, J. J. (2016). Understanding the influence of C2C communication on purchase decisions in online communities from a perspective of information adoption model. Telematics and Informatics, 33 (1), 8-16.



DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.11.2.1419.2021
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.