Factors of social media influencer on online purchase intention among generation Z

Soong, Vai Ven (2023) Factors of social media influencer on online purchase intention among generation Z. Final Year Project, UTAR.

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Abstract

The Objective of this research is to investigate the factors of social media influencer on online purchase intention among generation z. Factors such as perceived trust, perceived expertise, perceived credibility and parasocial relationships, and is there a relationship between these factors to online purchase intention among gen z. A total of 250 respondents has been collected and the respondent data will be used to analysis using the Statistical Package for Social Science (SPSS) software version 27. The analysis can help to identify whether the factors have a relationship with the online purchase intention. It can also identify which does not have a relationship with online purchase intention. In conclusion, factors such as perceived trust, perceived credibility and parasocial relationships have a relationship with online purchase intention among generation z. It has a significant relationship with the online purchase intention. However, there is no significant relationship between perceived expertise and online purchase intention among gen z. This research could also provide some insights to the academic community and also to the business industry.

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