Factors Influencing Customer’ Purchase Intention: A Study Of Vietnamese Micro-Influencers Affiliate Marketing On Tiktok
Abstract
Affiliate marketing has become one of the mediums for marketers to undertake in this modern era. Especially with the increasing in popularity of short video content, numerous of business and advertisers have been leveraging TikTok, one of the most popular short video content platforms, to implement affiliate marketing. Although there are different areas of this phenomenon to discover, past researchers mainly focused on how businesses could make use of affiliate channel and how these could fit them. On the other hand, a few others focused on how viewers, in other words, customers, reacted in different ways towards this. There is a lack of research that explore factors that affected affiliate marketing in various ages in a specific region like Vietnam. This study aims to investigate factors that have an impact in this sector’s effectiveness towards different age groups with a focus on people between 18 and 25 particularly in Vietnam. The reseach quantitative approach with survey method to sample a total of 300 TikTok users. The study used Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) to variously describe the influences towards the discussed channel. The researcher of this study found out that Perceived usefulness, Perceived ease of use and Perceived trust positively influence customers attitudes towards using affiliate links. On the other hand, Information shared by the affiliate marketers and Offering of rewards have low impact and insignificant to customer attitudes. The positive relationship between Customer attitudes and Purchase Intention was proven to be significant. The results of this study can add to the few empirical studies that have looked at the impact affiliate marketing factors and purchase intent. Theoritical, manegiral implications and recommendations were also suggested for businesses and advertisers, policymakers, and future researchers.