Instagram网红对Z世代购买决策的影响

Abie Syahrin Ghalib, Muhril Ardiansyah
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引用次数: 0

摘要

目前,社交媒体是一种对社会产生巨大影响的在线交流工具。它使社交媒体成为企业想要利用在网络世界中被认为具有巨大权力和影响力的社交媒体影响者的角色来吸引潜在消费者注意的手段。有影响力的人可以评价消费者喜欢的产品,鼓励他们购买。社交媒体影响者对消费者购买意愿有显著影响。因此,有必要分析可能影响顾客购买意愿的因素。因此,本文将研究Instagram网红对印度尼西亚雅加达Z世代消费者购买意愿的影响。一份在线问卷收集了162名受访者的数据,这些受访者是活跃的Instagram用户,目前居住在雅加达,至少关注了两位Instagram网红,并购买了Instagram网红至少评论过一次的产品/服务。研究结果表明,Instagram网红的专业度和可信度显著影响顾客的购买意愿。因此,所有行业的营销人员和企业家都需要考虑并与Instagram上的网红互动,作为提高客户购买意愿的一种策略,尤其是在计划瞄准印度尼西亚雅加达的Z世代时。此外,它可以帮助他们评估Instagram网红可能对他们的业务产生的长期影响。本研究将更深入地了解网红的可信度、专业度和可信度对Z世代购买意愿的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Role of Instagram Influencers in Affecting Purchase Decision of Generation Z
Currently, social media is an online communication tool that made a huge impact on society. It makes social media a means for companies that want to attract the attention of potential consumers by utilizing the role of social media influencers who are considered to have great power and influence in the online world. An influencer could evaluate a product that consumers would admire, encouraging them to purchase it. A social media influencer has a significant role in consumer purchase intention. Hence, it is essential to analyze a factor that might affect a customer’s purchase intention. Therefore, this paper will examine the effect of Instagram influencers on customer purchase intention for Generation Z in Jakarta, Indonesia. An online questionnaire was used to collect the data from 162 respondents who are active Instagram users, currently living in Jakarta, following at least two Instagram influencers, and have purchased a product/service reviewed by Instagram influencers at least once. The findings indicate that Instagram influencers’ expertise and trustworthiness significantly affect customer purchase intention. Therefore, marketers and entrepreneurs in all sectors need to consider and engage with Instagram influencers as a strategy to increase customer purchase intention, particularly when planning to target Gen Z in Jakarta, Indonesia. Also, it can help them evaluate the long term impact that Instagram influencers may have on their business. This study will give a deeper understanding regarding the influence of influencer’s credibility, expertise, and trustworthiness toward Gen Z’s purchase intention.
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