Effect of Influencer’s Social Media Number of Followers on Purchase Intention in the Travel Industry of Vietnam: The Moderating Role of Package Tour Price

• 영문명: Effect of Influencer’s Social Media Number of Followers on Purchase Intention in the Travel Industry of Vietnam: The Moderating Role of Package Tour Price
• 발행기관: 한국유통과학회
• 저자명: Thi Hoai DANG Thi-Tuyet TRAN Cao Cuong HOANG
• 간행물 정보: 『유통과학연구(JDS)』제22권 제4호, 37~46쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

Purpose: Social media influencers (SMIs) have become significant sources of information influencing their followers’ purchase intentions; few studies have been published on the effect of the number of followers and package tour prices on followers’ purchase intention within the Vietnam travel industry utilizing naïve theories. This study examined the relationship between the number of followers and purchase intention and tested the moderating role of package tour price. Research Design, data and methodology: A 2 (number of followers: high vs. medium) x 2 (package tour price: high vs. low) between-subjects factorial design was used. 395 Vietnamese students (114 men, 281 women; Mage = 19.99, SDage = 1.25) from Thuongmai University participated in the study. ANOVA and PROCESS MARCO were used to test hypotheses. Results: Findings indicate that participants show a higher purchase intention for SMIs with a higher number of followers than those with a medium one. When the package tour price is high, participants with a medium number of followers show a greater purchase intention than those with a high one. Conclusion: This recommends that tourism managers collaborate with SMIs with a high number of followers when the package tour price is low and with SMIs with medium ones when the package tour price is high.

목차

1. Introduction

2. Literature review

3. Research Methods

4. Results

5. Discussions

6. Conclusion

References

키워드

Purchase Intention Naïve Theory Number of Followers Package Tour Price Distribution Science