REPORT 4

1. Selecting research design

With the research objective: “This research aims to determine the affecting factors of
influencers on the intention to buy powdered-milk of 9x mothers in order to propose solutions
to increase the awareness of Bubs Organic milk in the Vietnamese market.”, we have chosen
descriptive research.
This type of research design will describe the influence of influencers on 9x young mothers'
buying intentions by collecting customer insights on how they choose to buy powdered-milk
and their purchasing intentions affected by influencers.
2. Selecting research methods
Based on descriptive research design, we choose quantitative research, and the type of data
collection method is survey. We will use multiple choice questions or visual assessments to
collect data from customers. From being able to use statistical techniques to analyze collected
data, the survey method allows to measure the influence of influencers on 9x mothers'
purchasing intentions and determine the relationship between research variables.
3. Measurement development

Concept name/ Source Number/ Description of indicator Scale levels Scale

Concept Symbol of (Nominal/ordinal/ techniques
component indicator interval / ratio)

Expertise of Phạm 3 - Customers will intend to Interval Likert

influencers Hoàng buy the product if that scale
Yến Nhi influencer is an expert in (Strongly
et al the field of mother and disagree,
(2021) baby. Disagree,
[1] - Customers will intend to Neither
buy the product if the agree nor
influencer has experience disagree,
in the field of mother and Agree,
baby. Strongly
- Customers will intend to agree)
buy the product if the
influencer has knowledges
of products for mom and
baby.

Reliability of Phạm 3 - Customers will intend to Interval Likert

influencers Hoàng buy the product if the scale
Yến Nhi influencer is a trustworthy (Strongly
et al person. disagree,
(2021) - Customers will intend to Disagree,
 [1] buy the product if the Neither
influencer honestly agree nor
recommends the product disagree,
for mom and baby. Agree,
- Customers will intend to Strongly
buy the product if the agree)
influencer has a sincere
attitude.

Likeability of Self- 4 - Customers will have an Interval Likert

influences designed intention to buy a product scale
if influencers are friendly (Strongly
people. disagree,
- Influencers are easily Disagree,
accessible. Neither
- Customers want to be agree nor
friends with influencers. disagree,
- Influencers have many Agree,
similarities with customers Strongly
(living environment, child agree)
care...)

Quality of Self- 3 - Customers will intend to Interval Likert

information designed buy a product if the scale
provided from influencer's reviews are (Strongly
influencers trustworthy. disagree,
- Customers will intend to Disagree,
buy the product if the Neither
influencer's review agree nor
argument is convincing. disagree,
- Customers will intend to Agree,
buy the product if the Strongly
reviews from infuencers agree)
made in this review are
consistent with other
reviews

The Self- 3 - Customers don't care the Interval Likert

entertainment designed entertainment value of scale
value of influencers and only focus (Strongly
influencers on the quality of the disagree,
product. Disagree,
- Customers will intend to Neither
 buy the product if the agree nor
influencer's content is disagree,
interesting and engaging. Agree,
- Customers will intend to Strongly
buy the product if the agree)
influencer's content is
funny.

References

[1] P. H. Yến Nhi, T. Q. King and P. H. Nam, "Research On The Impact Of Social Networkers On The
Purchase Intention Of Generation Z Consumers In Fashion Industry in Ho Chi Minh City," Ho Chi
Minh City, 2021.
Group: NHOMTHUHAI
Class: 47K31.1
Member contribution level
Vũ Ngọc Vân 25%
Võ Thị Hoàng Quyên 25%
Đoàn Thị Xuân Mai 25%
Nguyễn Thị Ngọc Luyến 25%