The Impact Of Influencers On The Continuance Buying Decisions On Beauty E-Commerce Platforms

DOI

10.2991/978-94-6463-694-9_22How to use a DOI?

Keywords

influencer marketing; continuance buying decision; e-commerce; beauty; attractiveness; assurance; trustworthiness

Abstract

Research purpose:

This study investigates the influence of social media influencers on the continuance buying decisions of young Vietnamese consumers n the beauty industry on e-commerce platforms. It examines how influencer trustworthiness, attractiveness, and responsive assurance impact viewer loyalty and, subsequently, consumer purchasing behavior.

Research motivation:

This study is motivated by the rapidly evolving landscape of continuance buying decisions among young Vietnamese consumers in the beauty industry on e-commerce platforms, where influencers have emerged as significant shapers of consumer behavior. Understanding the impact of influencer-driven content on young consumers’ motivations, preferences, and behaviors is crucial for both academic and practical application in the burgeoning Vietnamese beauty e-commerce market.

Research design, approach, and method:

This study used a quantitative approach through an online survey distributed to 408 young consumers (aged 18–24). The data were analyzed using SPSS techniques, including factor analysis, reliability testing, and regression analysis.

Main findings:

The results indicate that influencer attractiveness and responsive assurance positively affect viewer loyalty, while trustworthiness does not have a significant direct impact. Viewer loyalty positively influences continuance buying decisions. The study also found that loyalty mediates the relationship between influencer characteristics and continuance buying decisions.

Practical/managerial implications:

This study offers insights into influencer marketing dynamics and young consumers’ behaviors in the beauty industry, enabling businesses to align e-commerce marketing strategies with consumers’ motivations and preferences for influencer-driven content.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - My-Trinh Bui
AU  - Thuy-Ha Ngo
AU  - My-Hanh Pham
AU  - Thanh-Tuan-Anh Nguyen
AU  - Bui-Cuong Nguyen
AU  - Minh-Thu Do
PY  - 2025
DA  - 2025/04/30
TI  - The Impact Of Influencers On The Continuance Buying Decisions On Beauty E-Commerce Platforms
BT  - Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)
PB  - Atlantis Press
SP  - 316
EP  - 331
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-694-9_22
DO  - 10.2991/978-94-6463-694-9_22
ID  - Bui2025
ER  -