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

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.