How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing
Abstract
:1. Introduction
- How can an influencer affect followers’ value perception and purchase intention to mitigate the negative impacts via Instagram? and
- How can influencers on Instagram motivate Thai millennials’ purchasing intention of a luxury product?
2. Literature Review
2.1. Influencer Marketing in Luxury Fashion Consumption
2.2. Parasocial Interaction (PSI) and Mitigating Effect of Online Violence
2.2.1. Attractiveness of Instagram Influencers
2.2.2. Effect of PSI on Consumer Value Perception of Luxury Brands
2.2.3. Effect of PSI on Consumer Purchase Intention
3. Methodology
3.1. Data Collection and Samples
3.2. Analysis
3.3. Validation of Measures
4. Results and Discussion
4.1. Descriptive Statistics
4.2. Confirmatory Factor Analysis (CFA)
4.3. Structural Equation Modeling
4.4. Hypothesis Testing
5. Conclusions and Implications
Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A
Variable | Standardized Factor Loading | Error Variances | t-Value | R2 | AVE | CR |
---|---|---|---|---|---|---|
Social Attractiveness | 0.520 | 0.811 | ||||
SA1 | 0.670 | - | - | 45.0% | ||
SA2 | 0.690 | 0.060 | 16.539 * | 48.0% | ||
SA3 | 0.840 | 0.070 | 14.732 * | 70.0% | ||
SA4 | 0.660 | 0.070 | 12.866 * | 44.0% | ||
Physical Attractiveness | 0.560 | 0.835 | ||||
PA1 | 0.760 | - | - | 58.0% | ||
PA2 | 0.680 | 0.060 | 12.066 * | 67.0% | ||
PA3 | 0.820 | 0.090 | 10.581 * | 47.0% | ||
PA4 | 0.720 | 0.080 | 9.728 * | 52.0% | ||
Parasocial Interaction | 0.508 | 0.788 | ||||
PS1 | 0.650 | - | - | 42.0% | ||
PS2 | 0.700 | 0.060 | 16.934 * | 49.0% | ||
PS3 | 0.810 | 0.070 | 15.033 * | 65.0% | ||
PS4 | 0.610 | 0.070 | 11.716 * | 38.0% | ||
Social value | 0.578 | 0.846 | ||||
SV1 | 0.770 | - | - | 59.0% | ||
SV2 | 0.720 | 0.060 | 15.310 * | 52.0% | ||
SV3 | 0.780 | 0.020 | 45.593 * | 61.0% | ||
SV4 | 0.770 | 0.060 | 17.278 * | 59.0% | ||
Personal value | 0.518 | 0.810 | ||||
PV1 | 0.630 | - | - | 40.0% | ||
PV2 | 0.730 | 0.090 | 11.929 * | 54.0% | ||
PV3 | 0.720 | 0.080 | 12.085 * | 51.0% | ||
PV4 | 0.790 | 0.100 | 12.573 * | 64.0% | ||
Conspicuous value | 0.605 | 0.856 | ||||
CA1 | 0.840 | - | - | 71.0% | ||
CA2 | 0.650 | 0.060 | 13.715 * | 42.0% | ||
CA3 | 0.950 | 0.050 | 21.693 * | 90.0% | ||
CA4 | 0.630 | 0.050 | 14.043 * | 40.0% | ||
Purchase Intention | 0.627 | 0.870 | ||||
PI1 | 0.760 | - | - | 58.0% | ||
PI2 | 0.720 | 0.070 | 14.691 * | 52.0% | ||
PI3 | 0.870 | 0.060 | 20.102 * | 76.0% | ||
PI4 | 0.800 | 0.070 | 15.638 * | 64.0% |
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n | % | n | % | ||
---|---|---|---|---|---|
Gender | Education | ||||
Male | 255 | 56.25 | High School | 5 | 1.25 |
Female | 105 | 26.25 | Bachelor’s degree | 116 | 29 |
LGBTQ | 60 | 15 | Master’s degree | 223 | 55.75 |
Prefer not to say | 10 | 2.5 | Doctoral degree | 56 | 14 |
Income per month (Thai baht) | Time spent on social media per day | ||||
<20,000 | 21 | 5 | <1 h | 20 | 5 |
20,000–30,000 30,000–40,000 >40,000 | 71 112 196 90 69 56 135 50 | 18 28 49 22.50 17.25 14 33.75 12.50 | 1–2 h 3–5 h 6–8 h 9+h Does an IG influencer(s) affect your considerations when buying luxury fashion? Yes No | 129 164 64 23 345 55 | 32.25 41 16 5.75 86.25 13.75 |
Followers on Instagram <500 501–600 601–700 701–800 >800 |
Variable | Cronbach’s Alpha |
---|---|
Social attractiveness | 0.814 |
Physical attractiveness | 0.844 |
Parasocial interaction | 0.811 |
Social value | 0.878 |
Personal value | 0.806 |
Conspicuous value | 0.856 |
Purchase intention | 0.877 |
Overall | 0.939 |
Variable | Mean | SD |
---|---|---|
Social Attractiveness | ||
SA1: Instagram influencers have many things in common with me. | 3.89 | 1.38 |
SA2: They are similar to me. | 3.85 | 1.24 |
SA3: They share my worth. | 3.96 | 1.20 |
SA4: They have thoughts and suggestions that are close to mine. | 3.81 | 1.25 |
Physical Attractiveness | ||
PA1: Instagram influencers look physically attractive. | 4.69 | 1.64 |
PA2: Their lifestyles are physically attractive. | 4.27 | 1.32 |
PA3: I think he/she is quite pretty or handsome. | 4.68 | 1.42 |
PA4: I think he/she is very sexy looking. | 4.51 | 1.36 |
Parasocial Interaction | ||
PS1: When you see an influencer use a product in daily life on their Instagram, you look forward to purchasing that functional product. | 3.69 | 1.20 |
PS2: At first, you did not want to buy this product but when you saw they used it, you really wanted to buy it. | 3.73 | 1.12 |
PS3: I thought that socializing was not necessarily about using brand-name products, but when the influencer did it, I felt that the brand-name products were also a requirement for me. | 3.64 | 1.11 |
PS4: You decided to choose Gucci when you saw influencers used Gucci. | 3.64 | 1.16 |
Social Value | ||
SV1: Influencers can influence your luxury purchase decisions. | 3.63 | 1.14 |
SV2: For you, social status is really important. | 3.68 | 1.13 |
SV3: By using luxury brands (Gucci) similar to them, you think it can demonstrate your social status as an influencer. | 3.66 | 1.12 |
SV4: If you use Gucci, it can increase your social confidence. | 3.73 | 1.14 |
Personal Value | ||
PV1: Luxury goods improve your self-confidence. | 3.55 | 1.21 |
PV2: You would like to purchase items different to what others purchase to display your individuality, which can help to improve your image. | 3.55 | 1.16 |
PV3: You think you should signal your social standing and wealth by purchasing Gucci products. | 3.55 | 1.09 |
PV4: You think that luxury products can fulfil your intangible needs. | 3.61 | 1.20 |
Conspicuous Value | ||
CA1: When you purchase luxury brands, you want to display wealth but you do not care about the quality of the product. | 3.35 | 1.11 |
CA2: Sometimes you buy a product because most people use it, but you do not even think about its suitability. | 3.10 | 1.15 |
CA3: You believe that purchasing Gucci can differentiate you from non-prestigious groups. | 3.43 | 1.12 |
CA4: When Gucci launches a new seasonal collection, I usually buy the products even though this will impact my finances in the future, perhaps because the products will allow me to gain respect from others. | 3.35 | 1.09 |
Purchase Intention | ||
PI1: Purchasing a brand name increases your societal standing. | 3.58 | 1.10 |
PI2: If I see the Gucci brand when I go shopping, I will buy it. | 3.60 | 1.19 |
PI3: On special occasions, I will make an effort to buy Gucci for special people. | 3.55 | 1.12 |
PI4: In the coming years, I hope to buy luxury fashion products. | 3.62 | 1.20 |
Variable | Path | Variable | Coefficient | S.E. | t. | Sig. | R2 | |
---|---|---|---|---|---|---|---|---|
H1 | Parasocial interaction | ← | Social attractiveness | 0.440 | 0.060 | 6.886 | 0.000 * | 28.0% |
H2 | Parasocial interaction | ← | Physical attractiveness | 0.150 | 0.040 | 2.597 | 0.009 * | 28.0% |
H3a | Social value | ← | Parasocial interaction | 0.870 | 0.090 | 14.173 | 0.000 * | 75.0% |
H3b | Personal value | ← | Parasocial interaction | 0.890 | 0.080 | 10.941 | 0.000 * | 79.0% |
H3c | Conspicuous value | ← | Parasocial interaction | 0.690 | 0.080 | 10.670 | 0.000 * | 48.0% |
H4a | Purchase intention | ← | Social value | 0.330 | 0.070 | 4.078 | 0.000 * | 70.0% |
H4b | Purchase intention | ← | Personal value | 0.430 | 0.150 | 3.433 | 0.000 * | 70.0% |
H4c | Purchase intention | ← | Conspicuous value | 0.130 | 0.040 | 2.965 | 0.003 * | 70.0% |
H5 | Purchase intention | ← | Parasocial interaction | 0.030 | 0.220 | 0.153 | 0.879 | 70.0% |
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Jansom, A.; Pongsakornrungsilp, S. How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing. Sustainability 2021, 13, 8572. https://doi.org/10.3390/su13158572
Jansom A, Pongsakornrungsilp S. How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing. Sustainability. 2021; 13(15):8572. https://doi.org/10.3390/su13158572
Chicago/Turabian StyleJansom, Akawut, and Siwarit Pongsakornrungsilp. 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing" Sustainability 13, no. 15: 8572. https://doi.org/10.3390/su13158572