41-CLC 1952908 NguyenHanhDoanNhu

VIETNAM NATIONAL UNIVERSITY
HCMC UNIVERSITY OF TECHNOLOGY

SCHOOL OF INDUSTRIAL MANAGEMENT
CAPSTONE PROJECT
THE IMPACT OF PERCEIVED QUALITY AND

SOCIAL MEDIA INFLUENCERS ON STUDENTS’
PURCHASE INTENTION – A STUDY ON
SKINCARE PRODUCTS IN HCMC
NGUYEN HANH DOAN NHU
HCM City, 05/2023
No: 41-CLC
VIETNAM NATIONAL UNIVERSITY
HCMC UNIVERSITY OF TECHNOLOGY
SCHOOL OF INDUSTRIAL MANAGEMENT
CAPSTONE PROJECT
THE IMPACT OF PERCEIVED QUALITY AND

SOCIAL MEDIA INFLUENCERS ON STUDENT’S
PURCHASE INTENTION – A STUDY ON
Student name : Nguyen Hanh Doan Nhu

Student ID : 1952908
Supervisor : Mr. Pham Tien Minh
Number : 41-CLC
HCM City, 05/2023

Vietnam National University SOCIALIST REPUBLIC OF VIETNAM
HCMC UNIVERSITY OF TECHNOLOGY Independence – Freedom – Happiness
---------- ----------
Ref No.: ______/BKĐT
SCHOOL OF INDUSTRIAL MANAGEMENT THESIS ASSIGNMENT

DEPARTMENT: Financial Department
STUDENT NAME: NGUYỄN HẠNH ĐOAN NHƯ Student ID: 1952908

STUDY SPECIALIZATION: Business Administration
1. Title:
THE IMPACT OF PERCEIVED QUALITY AND SOCIAL MEDIA
INFLUENCERS ON STUDENT’S PURCHASE INTENTION – A STUDY ON
2. Thesis assignment (requirements for content and data):
• Identify and measure how social media influencers affect consumer attitudes
toward brands.
• Measure the impact of attitudes and perceived quality on consumer purchase
intentions.
3. Date of assignment: 05/09/2022
4. Date of completion: 15/05/2023
5. Supervisor’s full name: Advised on:
1/ Mr. Phạm Tiến Minh 100%
The proposal is approved by the School/Department

....../....../........
HEAD OF DEPARTMENT PRIMARY SUPERVISOR
(Sign and write full name) (Sign and write full name)
FOR SCHOOL/DEPARTMENT
Approved by (initially examined by): ....................................................
Department: ....................................................
Date of defense: ....................................................
Total mark: ....................................................
Stored at: ....................................................
ABSTRACT
The research aims to study the influence of Social Media Influencers (SMIs) on students'
intention to buy skincare products in Ho Chi Minh City.
The usage of social media is spreading globally. Influencer marketing will rank among
the most well-liked marketing strategies globally in the process of globalization. There
are several beauty influencers in Vietnam's beauty sector who utilize their followers to
recommend items. Because influencers' individuality and attractiveness have such a
significant impact on user behavior and brand awareness, they have become a very
popular choice in advertising. This study examines the purchase intentions of high
school and university students in Ho Chi Minh City, aged 16 to 28, who have been
influenced by social media influencers in the beauty industry by testing the effect of
influencers through expertise, trustworthiness, attitudes, and perceived quality. The
survey was conducted with 285 respondents.
The results of this research show that all hypotheses are supported. The trustworthiness
and expertise of social media influencers positively impact the attitude toward brands of
customers, with a high value on trustworthiness. Additionally, the attitude and perceived
quality also positively impact the purchase intention of customers.
ii
TABLE OF CONTENT
ABSTRACT ................................................................................................................... ii
LIST OF FIGURES ........................................................................................................iv
LIST OF TABLES ..........................................................................................................v
LIST OF ABBREVIATION...........................................................................................vi
CHAPTER 1 INTRODUCTION .................................................................................1
1.1 Research Background ........................................................................................1
1.2 Research objectives ...........................................................................................2
1.3 Research question .............................................................................................. 3
1.4 Research scope ..................................................................................................3
1.5 Research structure .............................................................................................3
CHAPTER 2 LITERATURE REVIEW ......................................................................6
2.1 Review of related definition ..............................................................................6
2.1.1 Social Media and Influence Marketing....................................................6
2.1.2 Social Media Influencer ...........................................................................8
2.1.3 Definition and segment of skincare products ........................................11
2.1.4 Consumer buying process and Purchase Intention ................................ 12
2.2 Theory review ..................................................................................................13
2.2.1 Source Credibility Model ......................................................................13
2.2.2 Theory of Reasoned Action (TRA) .......................................................15
2.2.3 Theory of Planned Behaviour (TPB) .....................................................15
2.2.4 Perceived Quality ...................................................................................17
2.3 Empirical Studies............................................................................................. 17
2.3.1 Research of Hazar, et al. (2022) ............................................................ 19
iii
2.3.2 Research model Youssef, et al. (2019) .................................................. 20
2.3.3 Research of Faizan and Saad (2022) ..................................................... 22
2.3.4 Research of Brahim, et al. (2020) .......................................................... 23
2.3.5 Research of Le, et al. (2021) ................................................................. 24
2.3.6 Research of Lee, et al. (2019) ................................................................ 25
2.3.7 Research of Rosara and Luthfia (2020) ................................................. 27
2.4 Hypothesis development and conceptual model ............................................. 28
2.4.1 Conceptual Framework ......................................................................... 28
2.4.2 Hypothesis development ....................................................................... 30
CHAPTER 3 DATA ANALYSIS AND METHODOLOGY ................................... 34
3.1 Research process ............................................................................................. 34
3.2 Measurement scale .......................................................................................... 35
3.3 Qualitative analysis ......................................................................................... 39
3.4 Sample design ................................................................................................. 41
3.4.1 Respondents ........................................................................................... 41
3.4.2 Sample size ............................................................................................ 41
3.5 Data analysis methodology ............................................................................. 41
3.5.1 Descriptive analysis: .............................................................................. 41
3.5.2 Research methodology: ......................................................................... 42
CHAPTER 4 RESEARCH RESULTS ..................................................................... 45
4.1 Frequency analysis .......................................................................................... 45
4.1.1 Gender ................................................................................................... 45
4.1.2 Age......................................................................................................... 46
4.1.3 Income ................................................................................................... 46
iv
4.1.4 Skincare shopping behavior ...................................................................47
4.2 Descriptive analysis .........................................................................................49
4.3 Reliability analysis ..........................................................................................50
4.4 Exploratory Factor Analysis results ................................................................ 52
4.4.1 EFA analysis first time ..........................................................................52
4.4.2 EFA analysis for the second time ..........................................................52
4.4.3 EFA analysis for the third time .............................................................. 52
4.5 Confirmatory Factor Analysis analysis ...........................................................54
4.5.1 Evaluate the fit of CFA model: .............................................................. 54
4.5.2 Evaluate the quality of observed variables: ...........................................55
4.5.3 Evaluate the convergence and discriminant characteristics ..................56
4.6 Structural Equation Modeling analysis ...........................................................57
4.7 Discussion Hypothesis.....................................................................................58
CHAPTER 5 CONCLUSION AND DISCUSSION .................................................62
5.1 Summary the research’s results .......................................................................62
5.2 Implications .....................................................................................................63
5.3 Research limitation and future research recommendation .............................. 66
REFERENCES ..............................................................................................................67
APPENDIX ...................................................................................................................71
1.1 Appendix A .....................................................................................................71
1.2 Appendix B ......................................................................................................82
v
LIST OF FIGURES
Figure 2.1 Global Social Media Users (Statista, 2022) .................................................. 8
Figure 2.2 The Model of Source Credibility (Ohanian, 1990) ..................................... 15
Figure 2.3 The Theory of Reasoned Action by Fishbein and Ajzen (1975) ................ 15
Figure 2.4 The Theory of Planned Behavior by Ajzen (1991)..................................... 16
Figure 2.5 Conceptual model of Hazar, et al. (2022) ................................................... 19
Figure 2.6 Conceptual model of Youssef, et al. (2019) ............................................... 21
Figure 2.7 Conceptual model of Faizan and Saad (2022) ............................................ 22
Figure 2.8 Conceptual model of Brahim, et al. (2020) ................................................ 24
Figure 2.9 Conceptual model of Le, et al. (2021) ....................................................... 25
Figure 2.10 Conceptual model of Lee, et al. (2019) .................................................... 26
Figure 2.11 Conceptual model of Rosara and Luthfia (2020)...................................... 27
Figure 2.12 Proposed Research Model......................................................................... 30
Figure 3.1 The process of research conducted by author ............................................. 35
Figure 4.1 Gender proportion of respondents .............................................................. 45
Figure 4.2 Age proportion of respondents.................................................................... 46
Figure 4.3 Income proportion of respondents .............................................................. 46
Figure 4.4 Confirmatory factor analysis results ........................................................... 54
Figure 4.5 Structural equation modeling analysis ........................................................ 57
iv
LIST OF TABLES
Table 2.1 Previous studies related to the topic ............................................................. 17
Table 3.1 Measurement scale........................................................................................35
Table 3.2 Modified measurement scale ........................................................................39
Table 4.1 Skincare shopping behavior ..........................................................................47
Table 4.2 Descriptive analysis results...........................................................................49
Table 4.3 Cronbach's alpha test ....................................................................................50
Table 4.4 Perceived quality reliability test second time ...............................................51
Table 4.5 Exploratory factor analysis results ............................................................... 52
Table 4.6 Regression Weights ......................................................................................55
Table 4.7 Model validity analysis .................................................................................56
Table 4.8 Hypothesis test results ..................................................................................57
Table 4.9 Direct effect assessment ...............................................................................58
v
LIST OF ABBREVIATION
1 SMIs Social media influencers
2 TPB Theory of Planned Behavior
3 TRU Trustworthiness
4 EXP Expertise
5 ATT Attitude
6 PQ Perceived Quality
7 PIT Purchase Intention
8 EFA Exploratory Factor Analysis
9 CFA Confirmatory Factor Analysis
10 SEM Structural Equation Modeling
11 AMOS Analysis of Moment Structures
vi
Chapter 1: Introduction
CHAPTER 1 INTRODUCTION
1.1 Research Background
The society of today is changing. The standard of living of the population has been
progressively elevated through industrialization and modernization. People start to give
more thought to personal wants, such as aesthetics and attractiveness and their
fundamental needs are satisfied. Vietnamese consumers pay more and more attention to
their appearance and health. This can lead to increasing demand for cosmetics and
skincare products.
Beauty care has always been an essential human need and since then the cosmetic
industry was born to meet this need of customers. In recent years, the beauty industry
has developed very rapidly and dynamically. In Vietnam, with the improvement in
living standards, more and more Vietnamese women use skincare products for a beauty
care as an essential need. During the COVID pandemic, an increased focus on skin
health spurred consumer interest in products with skincare benefits. Skincare products
are consistently on top online shopping lists across the country, especially for urban
consumers (Innovative Hub, 2022). The rapid growth of the beauty market in Vietnam
is fueled by the young generation's economic background and increasing self-care needs.
According to Mintel - a global market research company, the revenue of the Vietnamese
cosmetics market was currently about 51,000 billion VND a year (equivalent to 2.3
billion USD). Among them, skincare products are the most popular, with more than 60%
of consumers using them daily (VietnamCredit, 2022). According to Euromonitor
International's statistics, the Vietnamese skincare market is on a rapid growth trend and
is expected to reach an estimated annual growth rate of 6.5% in the period from 2020 to
2025. In 2020, the skincare market is estimated to reach a value of $3.5 billion and is
expected to reach a value of $4.7 billion by 2025.
Based on a survey by Q&Me – online market research provided by Asia Plus Inc., which
was completed in July 2022 by almost 400 women from the cities of Ho Chi Minh,
Hanoi, and Da Nang who were between the ages of 25 and 45. According to the report,
there were presently about 100 beauty stores in Vietnam, and Ho Chi Minh City has the
1
most stores (59 stores). This demonstrated that a sizable portion of customer demand is
driven by a need for beauty items.
In the era of information explosion along with the strong development of media,
especially commercial communication for the cosmetic industry, businesses have to face
many challenges in attracting customers' attention and gain position in the public's mind
because consumers are exposed to thousands of different advertising messages and
traditional marketing campaigns are no longer effective. Aware of these situations,
companies, brands, and advertising agencies are going to look for new agencies to
interact with the target audience and get their message across. One of these popular
methods is Influencer Marketing, that is, using Social Media Influencers (SMIs) to
promote products to relevant consumers.
Along with the development of social networks, the customer group of beauty brands
has also changed, previously they often focused on marketing campaigns for young
people and middle-aged women. The age group from 16 to 28 becomes the most
potential customer group today. This age is the one who creates new trends, makes an
impact in the consumer segment, and is the object of fast access to online shopping
because of the frequent use of online tools and easy-to-update trends. Their values and
beliefs are shaping modern consumer behavior, leading to greater demand and higher
expectations for the value of products, as well as a good online experience. Now is the
best time for companies to create new products tailored to the needs of young people so
that they can convert into loyal consumers.
In Vietnam, although using social media influencers in marketing beauty products is an

effective and emerging form of information transmission between businesses and
consumers, studies on the purchase intention of young generation when using this
communication method are still few. As a result, the author's goal in this research paper
is to examine the factors and their impact on the intention to buy skincare of young
customers in Ho Chi Minh City area.
1.2 Research objectives
The research project was formed with the following objectives:
2
− Identify and measure how social media influencers affect consumer attitudes
towards brands.
− Measure the impact of attitudes and perceived quality on consumer purchase
intentions.
1.3 Research question
To achieve the research objectives outlined above, the author needs to list clear
questions for the study:
− What are the characteristics of social media influencers influencing the attitude
toward brands of customers?
− How do the customers’ attitudes and perceived quality affect purchase intention
of skincare products?
1.4 Research scope
Consumers are university students from 16 to 28 years old living in Ho Chi Minh City,
knowledgeable about brand endorsements using social media influencers and beauty
products.
This study, which is being conducted in Ho Chi Minh city, focuses on highshool,
university, and post-graduated students who would purchase skincare products on the
advice of social media influencers, and the author mostly focus on university students.
In order to fully comprehend the purchasing intentions of clients of a certain sort of
product, the study focuses on the trends of skincare products that are popular in Vietnam
and have an increasing average expenditure year by year.
1.5 Research structure
The research project consists of 5 chapters:
CHAPTER 1 INTRODUCTION: This chapter introduces the problem and significances

of research, research objectives, research questions and research scope.
The main concepts of the research problem are briefly described in this section, along
with an overview of the growth of social networks and SMIs, an overview of the current
3
Vietnamese skincare products’s growth, an explanation of why the customer base has
changed to young people. In this section, it is necessary to present the meaning and
importance of the research problem and the benefits of solving the research problem.
Moreover, the author needs to define the goal and scope of the research problem.
CHAPTER 2 LITERATURE REVIEW: An introduction to the concepts, theories and

related studies. From there, build a statistical hypothesis and form an appropriate
research model.
Review of related definitions: This section needs to synthesize existing knowledge

related to the research problem such as the definition of influencer marketing and social
media marketing, a detailed introduction of what skincare is and what types are
available, and finally the customer purchases process.
Theory review and empirical studies: This section presents the main contents of the
works related to the research problem in the form of a collection of articles and books
written by the authors on topics related to the research problem over a period of time as
close as possible.
Hypothesis development and conceptual framework: Finally, it is necessary to draw

conclusions about the empirical studies that have been done with the topic. From there,
develop hypotheses and build models accordingly.
CHAPTER 3 METHODOLOGIES: The author must provide information on research

design, how to select research subjects, measurement methods, reliability and accuracy
of measurements, data analysis methods.
Sample design: Provide information about the characteristics of the research subject,
about the location and context in which the research was carried out, or where the data
was collected. The number of suitable samples must included in this part.
Measurement scale: Design of information collection methods, questionnaires, and

survey forms to identify the independent and dependent variables. This study measures
the continuation of the previous research and adjusts the content to suit the research
objectives of the report. Design the scale including the code and the contents related to
the observed variable.
4
Data analysis methodology: Formal research was conducted by quantitative research

method, by sending direct paper survey and online survey through Google docs tool to
consumers. After collecting all the information the research paper needs from the
surveyors, the author recommends suitable software to analyze the data. From there, the
author will select appropriate and necessary statistical tests for testing causal
relationships between variables.
CHAPTER 4 ANALYSIS RESULTS
This section presents the results obtained from the implementation of the research
method with comments on the results obtained compared with the results of other
methods or the results obtained from the experiment.
CHAPTER 5 CONCLUSION AND IMPLICATIONS
This chapter summary the content of this research and also provide some implication
from the findings of research. Moreover, this section also presents some limitations of
this study in order to add recommendation for futher study in the future.
5
Chapter 2: Literature Review
CHAPTER 2 LITERATURE REVIEW
2.1 Review of related definition
2.1.1 Social Media and Influence Marketing
Social media are interactive technologies that facilitate the creation and dissemination
of material across virtual networks and communities, including information, ideas, and
other forms of expression. Participation in social networks is no longer significantly
influenced by geographic distance, gender, age, or time. Since social networks are used
by more than 56.7% of the world's population, they have emerged as an appealing way
for companies to connect with customers. 3 out of 5 persons have accounts, and the daily
average for "surfing" is 2 hours and 27 minutes. It demonstrates that social networking
provides an encouraging "playground" for companies to bring their products closer to
customers.
Social media can be a helpful tool for businesses to utilize for marketing and
communication as well as for consumers to feel more connected to real and online
communities. In 2022, 34% of marketers will concentrate on locating new clients
through social networking platforms, according to HubSpot's Blog Research.
Approximately 31% of businesses concur that selling on social media platforms enables
them to develop more personal and trusting ties with their clients.
Technology has created new opportunities for digital communication and made it easier
for businesses to promote their products and interact with customers. The advertising
business has been compelled to adopt novel techniques as the usage of digital and social
media and advertising spending both continue to rise. Influencer marketing is one such
strategy, which links online personas with products or services that target consumers are
familiar with and trust. Influencer marketing is considered as less intrusive and more
flexible for the public and is gaining increasing popularity, compared to traditional
marketing methods such as pre-roll, banner, and pop-up advertisements (Conick, 2018).
This form of marketing is considered to be one of the most effective forms for campaigns
to increase brand awareness or increase sales, especially for the beauty industry.
6
Influencer marketing is advantageous because consumers are more likely to believe

product recommendations made by their favorite influencers. Consumers have always
valued others’ opinions, yet the growing popularity of social media platforms has given
regular users the ability to share their thoughts and experiences with their friends,
family, and peers.
Advertisers can benefit from influencer marketing by developing authentic content and
increasing brand engagement. So more and more businesses, including small businesses
that decide to spend their budget and time on influencer marketing, will even consider
increasing their budget in favor of this form instead of other advertising tools. According
to the State of Social Media 2023 report, many small businesses are having trouble with
the fundamentals of marketing. For instance, how to produce marketing material for
businesses with little resources (people and time). So, according to the study, small firms
will have more opportunities to collaborate with small and medium-sized social media
creators who fall beyond the purview of big businesses in 2023.
According to a latest report from Influencer Marketing Hub, the influencer marketing
market has reached a value of USD 13.8 billion in 2021 and is expected to reach a value
of USD 22.3 billion by 2025. This metric shows that influencer marketing is becoming
an important part of the marketing strategy of businesses. The active participation of
brands stems from the fact that consumer behavior is gradually leaning towards
community and word of mouth. Brands all invest in increasing their presence on social
networks, promoting cooperation with influencers to increase interaction with
consumers. During the stressful period of the epidemic, consumers spend a lot of time
shopping online through social networking sites and consider product reviews from
famous influencers to make a purchase and this behavior will continue when the
epidemic is over.
Currently, the rate of using social networks in Vietnam is as high as 90% and users
spend more than 2 hours on average per day. 3 popular social platforms today are
Facebook, Instagram, and Tiktok, and Influencers are most active in two platforms,
Instagram and Tiktok. Based on the Digital market report in 2022 in Vietnam from
(Kemp, 2022), in early 2022, 63.0 percent of Instagram’s ad audience in Vietnam was
7
female and the most popular user audience on Instagram is 25 to 34 years old, followed
by the 18 to 24-year-old group. 53.5% of TikTok's advertising audience is female, of
which the largest number is young generation customers - TikTok's key user audience.
So, if beauty brands want to promote their products to consumers, these are the two ideal
social networking platforms to develop influencer marketing campaigns and achieve
high efficiency when cooperating with influencers.
2.1.2 Social Media Influencer
According to the most recent statistics, there will be 4.89 billion social media users
globally in 2023, an increase of 6.5% from the year before. It goes without saying that
these individuals look up to social media influencers to help them make decisions.
Figure 2.1 Global Social Media Users (Statista, 2022)

Those who "have the potential to create engagement, drive conversation, and/or sell
products/services with the intended target audience" are considered social media
influencers (SMIs), according to the Interactive Advertising Bureau (IAB) (2018).
They can be defined as third-party endorsers who can shape attitudes and help in
business marketing (Freberg et al., 2010). Social media influencers are persons who
have developed a reputation for their specific expertise. They frequently post on their
favorite social media platforms on that subject, which attracts a sizable following of
enthused, involved individuals who carefully consider what they have to say. Social
8
media influencers are adored by brands because they may start trends and motivate their
followers to purchase the goods they advertise. SMIs are crucial to contemporary
marketing, and interest in them is growing significantly. When a professional SMI
recommends a product rather than a non-professional SMI, the customer will also have
a more favorable opinion of the product and better intents. Consumers will believe social
media influencers' thoughts and ideas if they are pertinent to the topic and will allow
them to influence them.
The unprecedented growth in the number of social media influencers’ followers steered
the emergence of influencer marketing as a rapidly growing marketing orientation in
many industries. Beauty is one of the industries in which influencer marketing has been
widely considered in recent years.
Type of social media influencer
There are some methods to determine the type of influencers, separated by follower
numbers, by types of content, and by the level of influence. Basically, there are 4 types
of social media influencers.
• Micro-Influencers: are people with a small followers, from 1.000 - 10.000, who
are very competent and specialized on a specific topic due to their own
experiences, occupations or passions. Despite having a small audience,
businesses find them to be appealing for marketing campaigns due to their low
cost and expertise. When targeting micro-influencers, brands can ensure a much
higher level of engagement within a target audience than when working with
large influencers. On average, a post on this micro-influencers social network can
attract a significant amount of interaction based on the number of followers they
have. Micro-influencers are actually just very ordinary people like us. Therefore,
the content they put out will look more real, and friendlier than those who are
already too famous.
• Macro-Influencers: are social media influencers that have a significantly bigger
fan base, ranging from 100,000 to one million followers. Macro-influencers are
frequently well-known celebrities or social media stars, and as a result, their
advertising services are sometimes more expensive. The only difference between
9
them and Mega influencers is that they have less followers. People who are not
celebrities but are widely known online. Although their fame is not as high as
that of Top Celebs, they have a diversified customer base, macro influencer, on
the other hand, is more accessible to fans and has the power to influence
consumer opinion and break down stereotypes. They also offer compatibility and
relevance products and services are also quite good. Influencer macros are a great
idea for brands to promote products to a specific group of people while still
making sure the product is widely seen.
• Mega-Influencers: They are frequently celebrities, singers, or other famous
individuals who have more than 1 million followers on at least one social media
network. They participate in the most traditional means of advertising on TV or
in newspapers in addition to being active on social media. The cost to pay for PR
products is very high and usually only big brands are able to cooperate. With a
huge number of followers, mega influencers have the ability to create a large
influence on a large scale, they can influence many different audiences both
online and offline. As celebrities, they have a wide range of young and old fans
from all over the world. As a result, it is challenging to identify potential clients
among them.
• Nano-Influencers: These people only have a small number of followers, but they
tend to be experts in an obscure or highly specialized field. They have fewer than
1,000 followers, but their influence on followers is relatively high. Because the
content they post on social networks is very natural and genuine, it is easy to
reach the followers. They are also often chosen by brands because of their low
cost, and small customer base, but the quality will be better.
To choose an influencer suitable for the customer group that the business is targeting
has never been easy. Not only based on the number of followers but also on the goals of
the marketing campaign that the business wants. When choosing SMIs, consider factors
such as their budget, content or subject matter expertise is important.
10
2.1.3 Definition and segment of skincare products
Beauty products, also known as cosmetics, include those used to care for, clean, and
enhance the beauty of the human body (Ergin et al., 2005). It refers to any of a number
of preparations (other than soap) applied to the human beautifying, preserving, or
altering the appearance or for cleansing, coloring, conditioning, or protecting the skin,
hair, nails, lips, eyes, or teeth (Britannica, 2011). Besides, according to author Benson
(2018), cosmetic products would be considered the tool which boosts their own
confidence and expresses their thought to others, and skincare product is considered as
one of type of cosmetics.
According to the article “Global Beauty Industry Trends in 21st Century” (Lopaciuk &
Loboda, 2013), skincare is a category of techniques that sustain skin integrity, improve
skin appearance, and treat skin disorders. It is a type of product that keeps skin healthy
and appealing. These are used on the skin to prevent acne, premature aging, and black
spots. The skincare products market is segmented by product type, category, distribution
channel, and geography. For example, toner, serum, cleanser, and sunscreens.
Trend of skincare product in Vietnam
There has been a growing trend among the younger generation in Vietnam towards using
skincare products. This trend is driven by factors such as increasing disposable incomes,
growing awareness of the importance of personal grooming, and the influence of Korean
beauty trends. According to market research reports, facial care products, such as
moisturizers, cleansers, and toners, are the most popular skincare products among
Vietnamese consumers, particularly women.
Long-term trends that have fueled development include working women's increased
financial freedom, young people's increased interest in natural & organic products, and
men's increased focus on grooming. Global businesses now have the chance to connect
with wealthy clients directly thanks to rising disposable income levels, the development
of new malls, and department shops.
Every year, the trend of beauty and skincare has a certain change. In 2022, the situation
of the Covid-19 epidemic is still prolonged and complicated, greatly affecting daily life
11
in general and skincare trends in particular. Currently, there is a trend to consume this
type of product among young people, called the "sustainable skincare" trend. In addition
to being interested in product quality, beauty believers, especially young generation, are
increasingly interested in and concerned about brands that show a sense of responsibility
to the community and the environment. Products must ensure the safety of natural
ingredients, 100% commitment to not using animal materials and not testing on animals.
In the past, skincare was primarily geared towards products with immediate effects in a
short period of time. Currently, more and more young people, have paid more attention
to skincare from deep within. The skincare cycle is also understood as a long-term
process to nurture a sustainable beauty over time.
2.1.4 Consumer buying process and Purchase Intention
With consumption upgrading, skincare products have gradually moved up people’s

shopping list, who from 16 to 28 years old will be the big spenders and target customers
for beauty brands. Researching their buying process and behavior is an important factor
for businesses if they want to build effective connections and increase sales in this
customer file.
The consumer buying process was developed by marketers and consumer behavior
researchers, it is the steps a consumer takes in making a purchasing decision. The steps
include recognition of needs and wants, information search, evaluation of choices,
purchase, and post-purchase evaluation. In reality, especially when purchasing low-
interest things, it is not required to go through all five steps of the consumer decision-
making process. Some steps can be skipped or reversed by customers. For example, a
person who frequently purchases a particular brand of toothpaste will skip the
information search and evaluation step and will instead make the choice to purchase
after determining that they need toothpaste.
There are five buying process stages for customers when purchasing products:
1. Recognizing problems: customer recognize their needs or problems that needs to

be solved
12
2. Searching for information: In this stage, they will search for information about
the product or service that can help them to solve the problem by looking online,
talks to their family or friends. Customers also can follow SMIs reviews for their
decision.
3. Evaluation of alternatives: After searching many solutions, they often want to
compare them to choose which might be the best based on price, quality, features,
benefits, or feedback of product/service.
4. Purchase decision: At this stage, customers decide to select the brands that they
want to buy
5. Post-purchase evaluation: Once the purchase has been made, the customer
evaluates their decision based on their satisfaction with the product or service.
This stage can influence the customer's future buying behavior and whether they
will become a repeat customer or not.
Purchase intention plays an important role in the consumer buying process. Customers
frequently divide a product's market into segments based on the features and advantages
that matter most to various customer groups. Belief is a crucial component in
determining a consumer's intention to make a purchase while evaluating alternatives. A
belief is a descriptive feeling a person has about something. Consumers can then think
about buying the product or not based on their belief in it and in the product suggestion
of digital influencers.
2.2 Theory review
2.2.1 Source Credibility Model
The source credibility model resulted from a study by Hovland and his associates
(1953), the model is one of the celebrity endorsement strategy models proposed by
previous marketing research. Credibility is defined as the degree to which the receiver
of the message perceives that the source has appropriate knowledge, skills, and
experience and is a source of unbiased, objective information (Belch & Belch, 1994).
Therefore, source credibility is based on two main components: expertise and
trustworthiness, it basically states that the effectiveness of a message depends on the
perceived level of these variables of an endorser. Expertise has been defined as the
13
degree of acquiring perceptions, knowledge, and skills (Hovland, et al., 1953). Experts
in the field are expected to provide more reliable and credible knowledge on the subject
than a person who does not know the context or the field (Hmoud, et al.,2022). Trust is
defined as the level of confidence consumers have in influencers' words and deeds
(Youssef, et al., 2020). The listener may come to the conclusion that the transmitted
message is strongly believable if they believe the communicator to be trustworthy.
Whether or not the communicator is an expert, they are considered to be persuasive
when they are reliable (Thanh Vi, et al., 2021). As expertise and trustworthiness,
attractiveness also plays important role in influencing the company’s message to society
directly (McGuire, 1969). Source attractiveness is a combination of similarity,
familiarity, and likability in the relationship between the influencers and the customers.
Lou and Yuan (2019) determined that influencers are more attractive when their
audience has more faith in their content, which can increase brand recognition. The
construct of source credibility and these factor for evaluating and choosing influencer is
important and depend on the attitudes of the customers.
Different individuals are influenced differently based on source credibility. Lou and
Yuan (2019) found that the better an influencer has embraced these characteristics, the
more customers are accepting the messages. Based upon the aforementioned literature
this research proposes that perceived source expertise and a source’s trustworthiness
impact consumer brand attitudes via perceived source credibility, where the source is a
social media influencer. Reviewing the source-credibility literature shows that reliable
sources are more convincing than unreliable ones. With the increased use of influencers
in advertising, a valid instrument measuring a celebrity endorser's credibility is essential
for understanding the impact of using such individuals in advertising. If a social media
influencer has little source credibility, the social media influencer will lose his/her
ability to influence the brand attitudes of consumers (the effect will not occur) (Nafees,
et al., 2020).
14
Figure 2.2 The Model of Source Credibility (Ohanian, 1990)
2.2.2 Theory of Reasoned Action (TRA)
Developed by Fishbein and Ajzen in 1975, theory of Reasoned Action (TRA) is a basic
theory that helps psychologists understand human behavior in specific contexts based
on their pre-existing attitudes and behavioral intentions. This intention comes as a result
of a belief that performing the behavior will lead to a specific outcome and is predicted
by attitudes and subjective norms. Attitudes are defined as the way people feel positive
or negative towards a particular behavior. Subjective norm refers to the majority of
individuals find the activity to be acceptable or not. These two factors will directly affect
behavioral intention and then will influence an individual's behavior. According to
Ajzen and Madden (1986), normative beliefs "relate to the likelihood that significant
referred individuals or groups will approve or disapprove of performing the behavior".
Figure 2.3 The Theory of Reasoned Action by Fishbein and Ajzen (1975)
2.2.3 Theory of Planned Behaviour (TPB)
The Theory of Planned Behavior was improved and extended from the Theory of
Rational Action in 1985 and continued to be supplemented and revised in 1991, 2002,
15
based on the limitations of the original model in predict behaviors over which humans
have no complete control. The model inherits two main factors from the theory of
rational action, which are attitudes towards behavior and subjective norms, and is added
by the author to a new factor, which is the perception of behavioral control. Perceived
behavioral control is an individual's perception of how easy or difficult it is to perform
a behavior (Ajzen, 1991). The theory of planned behavior (TPB) is a psychological
theory that links beliefs to behavior. The theory maintains these three core components,
together shape an individual's behavioral intentions. A psychological theory that
connects ideas and conduct is known as the theory of planned behavior (TPB).
According to the idea, these three fundamental elements work together to influence a
individual’s behavioral intentions.
Figure 2.4 The Theory of Planned Behavior by Ajzen (1991)

According to the TPB, intention is a direct function of attitudes, subjective norms, and
control toward behavior (Ajzen, 2011). The theory suggests that the more positive the
attitude toward the behavior and the higher the perceived behavioral control, the stronger
the individual’s intention to execute it (Armitage and Conner, 2001). Subjective norms
are a person's interpretation of prevailing social pressure. An individual will be more (or
less) likely to plan to demonstrate a behavior if they believe that others approve (or
disapprove) of it (Youssef et al., 2020). What a person believes they can accomplish and
whether they have the resources and abilities to handle and conduct the activity are
known as their perceived behavioral control (Ajzen, 1991). The driving force and reason
behind an activity is called intention.
16
2.2.4 Perceived Quality
The concept of perceived quality has received widespread recognition in the marketing
community as the main factor influencing consumers' decision to make a purchase.
Consumers receive value from perceived quality as well since it gives them a reason to
purchase and distinguishes the brand from rival companies. Consumers' assessments of
a brand's overall excellence based on extrinsic and internal indicators (such as
performance and durability) are known as perceived quality (brand name). Since quality
can be described in terms of the point at which the consumer receives information or
cues about the characteristics of the product while shopping for or consuming it, quality
is thus defined as judgment about the overall excellence or superiority of a product or
service. It also means that the perception of quality varies depending on a range of
factors such as the moment at which the consumers make the purchase or consume a
product, and the place where it is bought or enjoyed (Asshidin, et al., 2016). In addition,
because consumers demanded new features for the product and the tangible quality of
the sold product encourages repeat purchases of a single brand or switching between
several brands, consumers will carefully observe the product quality through features,
functions, and packaging (Khraim, 2011).
2.3 Empirical Studies
Table 2.1 Previous studies related to the topic

No. Authors Title Variables
Hazar, H., • Information quality
The effects of social
Muhamd, N., • Trustworthiness
media attributes on
Husam, Y., • Attractiveness
1 customer purchase
Sultan, A., and • Meaning transfer
intention: The mediation
Bader M. A. • Expertise
role of brand attitude
(2022) • Attitude toward a brand
Youssef, C., How fashion influencers • Influencers' perceived
2 Hikma, B., and contribute to consumers’ credibility
Hind, L. (2020) purchase intention • Perceived behavioral control
17
• Subjective norms
• Attitude
Impact of social media
Baig, F. and • Source credibility
influencer credibility
3 Shahzad, S. U. • Consumer behavior
dimensions on consumer
(2022) • Attitudes toward brands
behavior
• Attractiveness
Chekima, B., Social Media Influencer in • Trustworthiness
Chekima, F. Z., Advertising: The Role of • Expertise
4
and Adis A. A. Attractiveness, Expertise, • Attitude toward the product
(2020) and Trustworthiness • Attitude toward the
advertisement
• Social advocacy
How YouTube Influencers • Interactivity
Le, T. V., Impact Customers’ • Source credibility
Aland, T., and Purchase Intention: An • Perceived information
5
Tran, Q. T. Empirical Study of credibility
(2021) Cosmetic Brands in • Customer attitudes toward
Vietnam brands
• Purchase intentions
Lee, J.E., Goh, Understanding purchase • Brand awareness
M.L. and intention of university • Brand association
6
Mohd Noor, students towards skincare • Perceived quality
M.N.B. (2019) products • Brand loyalty
Factors Influencing
Rosara, N. A. • Social media influencers
Consumer’s Purchase
7 and Luthfia, A. • Electronic word of mouth
Intention on Beauty
(2020) • Perceived quality
Products in Youtube
18
2.3.1 Research of Hazar, et al. (2022)
The effects of social media attributes on customer purchase intention: The mediation
role of brand attitude, International Journal of Data and Network Science
Utilizing social media would aid businesses in promoting the appropriate dissemination
of information about themselves and their brands in order to increase customer loyalty
and trust, brand awareness, and purchase intention. This would support businesses' long-
term relationships with customers and boost sales. Using social media influencers is one
of the possible ways to achieve this online. Influencers provide businesses with a variety
of opportunities, but in order to engage consumers and affect their purchasing decisions,
there are factors that social media influencers need to keep in mind. The study intends
to offer social media influencers insights on how to identify the important factors that
motivate users to interact and make purchases. Leveraging the role of SMIs would
encourage customers' intentions to buy the brand and fulfill their requirements and
desires. The study intends to investigate and assess how social media influencers impact
customers' purchase intentions.
Figure 2.5 Conceptual model of Hazar, et al. (2022)

The author considers the impact of social media influencers using the following five
factors (1) Information Quality, (2) Trustworthiness, (3) Attractiveness, (4) Meaning
transfer, and (5) Expertise influence the attitude toward a brand (ATU) of the customer.
Accordingly, Hazar et al. suggest that consumers' intent to make a purchase (INT) is
affected by their attitude. About Hypothesis 1, the author notes that buyers are more
19
inclined to purchase a product when the information is more thorough. Consumer

interest in purchasing the goods is increased by the simple availability of comprehensive
information and descriptions. The more thorough the information, the more confident
consumers are and the more likely they are to make a purchase of products or services.
Additionally, the corporation uses influencers to convey a strong and clear brand
meaning, which is crucial in influencing views about that brand (H4). Additionally, the
study outlined three characteristics of social media influencers that might favorably
affect customers' opinions and enhance their buying intentions: reliability,
attractiveness, and knowledge (H2, H3, H5 respectively). The study set out that high-
source credibility SMIs are more likely to capture and hold the interest of their followers,
also a person's attitude toward a brand is a crucial component of their level of product
purchase intention (H6).
To investigate the factors influencing customers' purchase intentions through SMIs, a

mixed-method approach is used in the study. Hazar Hmoud and colleagues created a
questionnaire with Instagram users (18 to 24 years old) to evaluate the model, and a total
of 428 valid replies were received. The empirical results of this study indicate that all
constructs: IQ, TRU, ATT, TRA, and EXP were regarded as important determinants of
ATU, as all had significant and positive effects on ATU. Expertise is found to be the
strongest determinant of attitude towards a brand. Although ATT was the weakest, it is
found to positively influence attention. This result demonstrates that the more
experienced social influencers have, the more positive customers will perceive a brand,
which will have a positive impact on their intentions to make a purchase. Finally, the
findings show that the intention to buy increases with how positively one feels about a
brand.
2.3.2 Research model Youssef, et al. (2019)
How fashion influencers contribute to consumers’ purchase intention, Journal of

Fashion Marketing and Management
Customers are becoming more fashion-sensitive as a result of the fashion industry's

steadily growing demands, and fashion trends have a significant impact on consumers'
buying decisions. Fashion influencers are typically the ones driving such trends. The
20
study aims to examine factors influencing attitudes toward FIs and their influence on
brand attitude and purchase intention. Ajzen's (1991) theory of planned behavior (TPB)
(perceived behavioral control, subjective norms, and attitude) is combined in their model
with other theoretical outcomes, such as influencers' perceived credibility, trust,
knowledge, and congruence.
Figure 2.6 Conceptual model of Youssef, et al. (2019)

All the scales and items for the questionnaire were provided in French and were based
on a sample of 610 Moroccan respondents (the target group includes generations Y and
Z). Consumers’ attitudes regarding influencers have been shown to be highly influenced
by perceived credibility, trust, expertise, congruence, perceived behavioral control, and
subjective norms. Subjective norms had the weakest impact on customers' opinions
toward fashion influencers, with perceived credibility having the greatest influence,
followed by expertise and trust. When using influencer marketing, fashion marketers
and advertisers may take these issues into account. Accordingly, attitudes toward
influencers can account for a large portion of the diversity in brand attitude. It means
that customers are more inclined to esteem or suggest a brand that has received the
endorsement of well-known influencers. Finally, the findings show that attitudes toward
fashion influencers and attitudes toward the brand, both of which have a considerable
impact, might explain the diversity in purchase intention.
21
2.3.3 Research of Faizan and Saad (2022)
Impact of social media influencer credibility dimensions on consumer behavior
This research aims to examine the role that social media influencers' credibility
factors—including trustworthiness, attractiveness, and expertise—play in influencing
consumer behavior, including purchasing intentions and attitudes toward brands. The
study is important for social media influencers in the fashion and style industry because
it helps them understand what motivates their followers' loyalty and how it affects their
behavior.
The data has been collected from consumers in Pakistan who follow social media
influencers who promote and share goods relevant to the fashion sector. 149 people
provided information, out of which 135 were valid respondents. The model illustrates
how social media influencers' legitimacy has an influence on how customers' attitudes
and buying intentions are shaped. The dependent variable in this study is purchase
intention and consumer attitudes about brands, while the three independent variables are
expertise, trustworthiness, and attractiveness.
Figure 2.7 Conceptual model of Faizan and Saad (2022)

According to the authors' research study, consumers' behavior is not only significantly
and favorably impacted by attractiveness, expertise, and trustworthiness, but they are
also positively associated with these attributes. Since trustworthiness was cited as the
most significant factor by 80% of the respondents, it can be concluded that being more
beautiful (which accounted for just 21% of responses) has little impact on customer
behavior. The second most important element influencing consumers' intentions to make
purchases and attitudes toward brands, according to 72% of respondents, is expertise.
22
This research has significant implications for Pakistan's domestic and foreign
companies.
2.3.4 Research of Brahim, et al. (2020)
Social Media Influencer in Advertising: The Role of Attractiveness, Expertise, and

Trustworthiness, Journal of Economics and Business
In order to determine whether it is appropriate to hire a social media influencer to

advertise cosmetic products in Malaysia rather than a celebrity, this research examined
the impact of influencer credibility (attractiveness, trustworthiness, and expertise) on
advertising effectiveness (attitude toward the product, attitude toward the advertisement,
and purchase intention). Consumers who had been exposed to the advertisements of
social media influencers were polled conveniently. Respondents were chosen at random
from several states in Malaysia; the majority of them are female and range in age from
18 to 57.
Based on previous studies, the author conducted the hypothesis and developed the
conceptual framework. Online media influencers' source attractiveness is thought to
have a high propensity for promoting affirmation or knowledge of a cosmetic
advertisement or product and is more likely to impact customer purchase intentions (H1,
H2, H3). Expertise and purchasing patterns are strongly correlated. The study at hand
assesses the effectiveness of influencers in promoting cosmetics, as they frequently use
and are knowledgeable about these goods and companies before informing their
followers about them (H4, H5, H6). Accordingly, the research came to the hypothesis
that the trustworthiness of beauty influencers influences attitudes about advertisements
and products as well as intentions to buy cosmetics (H7, H8, H9).
23
Figure 2.8 Conceptual model of Brahim, et al. (2020)

As a consequence, this study demonstrated how factors such as source attractiveness,
competence, and trustworthiness affect positively consumer views toward
advertisements and brands and, as a result, cosmetic product purchase intentions. When
respondents viewed a social media influencer to be similar to themselves, they were
more likely to trust them and be pleased with how well their product fit and looked.
2.3.5 Research of Le, et al. (2021)
How YouTube Influencers Impact Customers’ Purchase Intention: An Empirical Study

of Cosmetic Brands in Vietnam, Journal of Asian Finance, Economics, and Business
Among the millions of videos on YouTube, fashion and beauty-related content including
makeup and skincare advice, hauls of cosmetics, and product reviews were among the
most well-liked ones. The popularity of influencers has rapidly supplanted conventional
celebrity advertising in Vietnam, making it more important than ever to study how
influencers affect consumer behavior. The study's sample consisted of 270 valid
questionnaires and included girls between the ages of 18 and 22 who live in Ho Chi
Minh City and occasionally view YouTube beauty-related videos.
The authors developed hypotheses on the influence of social advocacy, interactivity, and
source credibility (attractiveness, expertise, trustworthiness, and homophily) on
perceived information credibility (H1, H2, H3 respectively). Additionally, they
hypothesized that there is a tight relationship between perceived information credibility
and consumer brand attitudes (H4) and that the influencer's credibility might be linked
to the influencer's endorsed brand's credibility (H5). The last two hypotheses are those
24
celebrity endorsers (H7) and customer attitudes toward brands (H6) have a positive
correlation with the intention to buy that cosmetic brand.
Figure 2.9 Conceptual model of Le, et al. (2021)

Four dimensions of source credibility were found to be strongly related to perceived
information credibility in the finding; these had an impact on the potency and
persuasiveness of messages from YouTube channels. It is remarkable that homophily
had the least effect while trustworthiness had the greatest influence. Interactivity and
social advocacy were also positively correlated with how trustworthy people regarded
the information. Brand credibility was shown to be more strongly influenced by
perceived information credibility than by brand attitude. Additionally, the study
appeared that, in the context of the cosmetics business, brand attitude had a higher
influence on purchase intention than brand credibility.
2.3.6 Research of Lee, et al. (2019)
Understanding purchase intention of university students towards skincare products, PSU

Research Review: An International Journal
Due to the Malaysian skincare market's rapid expansion and growth, marketers must
consider how to increase the sales of skincare products by using brand equity. And the
purpose of this study is to investigate the elements that influence consumers' intention
to buy skincare products. The authors considered that the young generation is the main
customer group in this industry because they care a lot about image-driven themselves,
25
in order to investigate how young consumers in the nation behave toward skincare
goods, research was done on 150 university students in Melaka, Malaysia.
There are four hypotheses that were derived: Brand awareness is important in
influencing how customers perceive risk and how confident they are in their own
purchasing choice (H1). Higher brand equity will result from brand association, which
in turn will have a significant impact on customers' intentions to buy skincare goods
(H2). Positive perceived quality will significantly boost brand equity and improve the
brand’s competitive advantage (H3). The authors formulated that brand loyalty is
typically exemplified by a positive attitude towards a brand and frequent repeat
purchases of the same brand, they hypothesized that it is the most important factor
influencing purchase intention (H4).
Figure 2.10 Conceptual model of Lee, et al. (2019)

The authors have determined the results of the hypotheses in the study. When customers
are aware of a brand, it means that the brand will be taken into account when deciding
which category of skincare products to buy (H1 was supported). Brand association aids
customers in creating either a favorable or unfavorable brand image, which impacts their
desire to make a purchase (H2 was accepted). Positive perceived quality can influence
consumer choices and increase buy intent (Accept H3). Customers that are loyal to a
brand will continue to buy it, be willing to pay more for it, and suggest it to other
customers. H4 was therefore endorsed. All four factors examined in this study had a
favorable impact on college students' inclination to buy skincare products. Particularly,
perceived quality was found to be the most important factor.
26
2.3.7 Research of Rosara and Luthfia (2020)
Factors Influencing Consumer’s Purchase Intention on Beauty Products in Youtube,

Journal of Distribution Science
Youtube is the top social media platform for the growing beauty sector in Indonesia,
where consumer purchase intention is rising. It plays a significant part in the media
advertising of beauty products. The authors claimed that if one searches YouTube for
video content on cosmetic goods, there will be numerous reviews from various beauty
influencers. However, there was still little research on how social media influencers,
electronic word-of-mouth, and perceived quality impact on intention of consumers to
buy cosmetics.
210 female respondents who were subscribers to an Indonesian beauty influencer and
were between the ages of 17 and 30 completed an online survey. The conceptual
framework was developed based on the previous research: When compared to
recommendations from families or friends, items from social media influencers (X1)
were more trusted. Through the beauty influencer's YouTube channel, customers might
willingly share their opinions on the product being discussed, this is known as electronic
word of mouth (e-WOM) (X2). In addition, customers' perceptions of the value and
benefits of beauty products are shaped by searching for information online, and
perceived quality (X3) was necessary. Hence, four hypotheses were proposed: SMIs, e-
WOM, perceived quality, and all variables have a significant influence on purchase
intention (H1, H2, H3, and H4 respectively).
Figure 2.11 Conceptual model of Rosara and Luthfia (2020)
27
This study revealed that all the variables in the study affected significantly purchase
intention but at different levels. First, because people prefer to trust influencers who may
help them with a purchasing intention, SMIs must be truthful, clear, and detailed when
delivering information and have expertise in using beauty goods (H1 was accepted). E-
WOM strategies on this platform may not be very effective in advertising beauty items
since the study discovered that many customers on YouTube prefer to see reviews from
influencers rather than other people's feedback in the comments section (H2 was
rejected). Furthermore, the study showed a moderate positive correlation between X3
and Y. Related to the authors, perceived quality has the greatest impact on a consumer's
intention to buy. When the customers or followers of the influencer believe the product
they are recommending is useful and offer value when buying (H3 was supported).
Lastly, all variables (X1, X2, X3) have a significant influence on purchase intention and
can be used for promotional strategies (H4 was accepted).
2.4 Hypothesis development and conceptual model
2.4.1 Conceptual Framework
The models from various empirical studies above showed the behavioral consumers
from various aspects. The question is which model could be applied to investigate
factors that will impact on students purchasing intention of skincare products in
Vietnam. Customers from 16-28 years old, who use social media platform, prefers using
the products from the suggestion of influencers. Therefore, the source credibility model
would be appropriately proposed as part of the conceptual model of this study.
From the research of Hovland and Ohanian together with the related studies mentioned
above, it has been proved that the influence of SMIs on consumer attitudes toward
brands and products is strong, thereby positively impacting purchase intention related
to factors such as trustworthiness, expertise, and attractiveness. Hazar Hmoud and his
associates demonstrated that expertise is considered the most powerful determinant of
attitude towards a brand. According to research by Faizan and Shahzad, the most
important factor influencing customers' attitudes and buying intentions is the
trustworthiness of influencers. However, the results of both studies suggest that the
attractiveness of SMIs has the lowest degree of influence. Although attractiveness can
28
positively affect how customers evaluate a brand, it does not have a high direct impact
on the formation of purchase intention, it can be asserted that being more attractive is
not important to impact consumer behavior. Therefore, the model of this study just
applies two factors of the source credibility model, including expertise and
trustworthiness in order to test the characteristics of social media influencers in shaping
the attitudes of highschool, university, and post-graduated students toward their
intention to buy skincare products.
Moreover, besides attitude toward brands/products, the author tends to test an adding
factor that may have an impact on the intention to buy skincare products of the young
generation in Ho Chi Minh City, the role of perceived quality would be integrated into
this model.
Based on the study of Lee, et al. (2019) in Malaysia about understanding consumers’
purchase intention on skincare products, they examined that four factors (brand
awareness, brand association, perceived quality, and brand loyalty) all had a favorable
impact on college students' inclination to buy skincare products but perceived quality
was discovered to be the most crucial component to both the industry and the consumers
so that competitive advantage can be obtained over the competitors. Additionally, the
findings of Rosara and Luthfia (2020) revealed that perceived quality had the highest
percentage of contributing to influencing purchase intention (21%) compared to other
elements – SMIs and e-WOM (14.8% and 11.2% respectively).
Social media influencers' reviews and perceived quality are two distinct factors that can
influence a customer's intention to purchase skincare products. While social media
influencer reviews primarily rely on external opinions and recommendations, perceived
quality is based on an individual's subjective evaluation of the product's attributes and
characteristics. Perceived quality refers to customers' subjective evaluations of a
product's attributes, performance, and overall excellence. Customers assess the
perceived quality of skincare products based on factors such as effectiveness, reliability,
safety, and sensory experience. Positive experiences and positive word-of-mouth
regarding a product's performance enhance the intention to purchase. Customers often
associate perceived quality with a brand's reputation for delivering high-quality skincare
29
products. A brand with a positive reputation can instill confidence in customers, leading
to a higher intention to purchase. Customers evaluate whether the product's quality
justifies its price. If a skincare product is perceived to offer excellent quality and benefits
relative to its price, customers are more likely to intend to purchase it.
Both Social Media Influencer and perceived quality play important roles in influencing
customer intention to purchase skincare products. Based on theoretical models along
with domestic and foreign research, the conceptual model in this study is developed
below:
Figure 2.12 Proposed Research Model
2.4.2 Hypothesis development
2.4.2.1 The relationship between factors of source credibility and customer attitude
toward brands
• Trustworthiness of social media influencers
According to Ohanian (1990), the information the influencer transmits has more
authenticity and effectiveness if it is thought to be reliable. When deciding to buy a
product or not, especially skincare products, trustworthiness is one of the determinants
customers take as a basis in the purchase process. The credibility of influencers is
regarded as the most practical and successful strategy for gaining customers' confidence
and increasing brand loyalty (Ohanian, 1990).
In contrast to other aspects of source credibility, Le and her co-researcher (2021) found
that trustworthiness had the most influence and generated more opinion changes
compared to other factors of source credibility. These phenomena may also be explained
30
by the fact that internet users appreciate a trustworthy source of information more as a
result of the proliferation of incorrect material on Vietnam's social media these days.
Following the aforementioned ideas, this study views the trustworthiness of SMIs as an
important factor in increasing the positive evaluation of the brand by consumers so that
the brand that the SMIs are endorsing is also rated better. Many studies have also
confirmed the positive impact of trustworthiness in SMIs on consumer attitudes towards
brands and boosting the intention to purchase products in consumers (Hmoud et al.,
2022; Brahim et al., 2020; Faizan et al., 2022). Hence, the following hypothesis is
proposed in the study:
Hypothesis 1: Social media influencers' trustworthiness is positively related to

customers' attitudes toward skincare products
• The expertise of social media influencers
According to Hovland et al. (1953), expertise is the level at which one has acquired
perceptions, knowledge, and skills. Expertise must be an essential quality of social
media influencers since the characteristics of skincare products relate to the consumers’
health and besides that, it influences how consumers behave when purchasing beauty
goods. Ohanian (1990) asserts that the level of competence of influencers has an impact
on customers' views of the quality of a product.
In the study conducted in 2022, Hmoud and his associates discovered that a customer's
perception of a brand was most strongly influenced by expertise. The results
demonstrated that expertise was a key element that encouraged consumers' intentions
toward the business. The more experience SMIs have, the more positive customers will
see the brand, which will have a beneficial impact on their purchase intentions. Thus, it
is important to change how people see particular brands by using effective content and
communicating with consumers in the right way about the advantages and benefits of
the promoted brand (Hmoud et al. 2022). If SMIs can show themselves as experts, that
means, the more knowledge and experience they have in evaluating products in the field
they are advertising, the more positive the customer's attitude towards the brand will be.
31
The expertise of SMIs contributes to the credibility of the product in the eyes of
consumers. As a result, this study sets out the following hypothesis:
Hypothesis 2: Social media influencers' expertise is positively related to customers'

attitudes toward skincare products
2.4.2.2 The relationship between customers’ attitudes toward brands and purchase
intention
According to the theory of planned behavior (Ajzen, 1991), attitudes are based on ideas
that are available in memory and that drive consumer behavior. Contextual factors also
have an impact on attitudes. Regarding this relationship, many studies show that
consumer attitude towards brands has a positive and significant influence on purchase
intention. The more positive the consumer attitude towards the brand, the higher the
purchase intention of the consumer (Hmoud et al. 2022; Chetioui et al. 2019; Le et al.
2021). In the beauty industry context, purchase intention is higher when the feeling is
involved, as the brand attitude is impacted purchase intention significantly (Le et al.
2021).
People's attitudes about a particular behavior reflect their opinions of it, whether they be
positive or negative. Utilizing well-liked influencers leads to favorable perceptions of
the brand and improved buy intent (Chetioui et al. 2019). Attitudes are major predictors
of how consumers will behave and tend to be fixed and lasting inclinations (Hmoud et
al. 2022). Building on the aforementioned, the author developed the following
hypothesis:
Hypothesis 3: The attitude toward brands has a positive influence on consumers’

purchase intention toward skincare products
2.4.2.3 The relationship between the perceived quality of skincare products and
purchase intention
An individual's process of forming a picture of the ability of a product is known as

perceived quality. Before making a purchase, customers have opinions on the product's
pricing, quality, and styles. Perceived quality is defined as customers' overall opinion of
a brand's goods or services (Lee et al., 2019), although it doesn't directly affect how
32
customers feel, it shapes their impression and assessment of what is important to them
(Mobil et al., 2019) and how well a product satisfies a customer's needs (Lie & Bernarto,
2019).
When an influencer recommended a product, perceived quality had the greatest impact
on the customer's decision to buy (Rosara & Luthfia, 2020). The explanation for this is
that, despite finding product information online, customers also thought about the
product's quality; they had a perception of the value and benefits of skincare products,
which eventually led to perceived quality. The use of skincare product has become a
necessary component of women's everyday lives, and the majority of them closely watch
the market's new beauty brand launches. In addition, women value the quality of
skincare stuff as it reflects a healthy lifestyle that contributes toward general health. In
the beauty industry, perceived quality was one of the most important aspects of a product
that influenced a consumer's purchasing intention positively and significantly (Lie &
Bernarto, 2019). Thus, based on the literature, the following hypothesis is suggested for
the study:
Hypothesis 4: The perceived quality of skincare products has a positive influence on

customers’ purchase intention
33
Chapter 3: Data Analysis and Methodology
CHAPTER 3 DATA ANALYSIS AND METHODOLOGY
3.1 Research process
The process of this research includes 7 common steps:
• Research background of the study’s topic: information related to the object (in
this study is skincare products with students mostly from university, others from
highschool and post-graduated), Vietnam market, trends in using skincare
products.
• Literature review: read existing research on the topic for information and
discover the situation of other research have the same topic. Presenting
previously studied theories and models related to the subjects in the research
model.
• Research Design: Build model and hypothesis based on previous study. The
research methodology also will include in this step. Then, author conduct a
questionaire and sample size for the survey.
• Interview respondent: Interview experts and fellow students about the questions
included in the survey to see how relevant it is and make adjustments for
improvement, if any.
• Data collection: Send survey online and offline by Google Doc or paper form to
the respondents.
• Data analysis: Using SPSS and AMOS system to analyze the data from survey.
Descriptive analysis, test the correlation of all variable. Discussion the results.
• Conclusion and Recommendations: Summary all parts of the study and give
conclusion and implication for each hypotheiss.
34
Figure 3.1 The process of research conducted by author
3.2 Measurement scale
This study uses convenience sampling method because this method is suitable for
conducting a large-scale survey because of its convenience as well as being suitable for
the cost and time limitations of the research. According to scholars Hair et al. (2009),
this research's measurement will follow the previous research and adjust the content to
match the research objective of the report.
Based on previous research papers, this study collected samples as non-probability

sampling, the complete questionnaire will be synthesized, selected, supplemented and
put into the survey with a detailed, pre-designed questionnaire according to the scale, in
which responders specify their level of agreement to a statement typically in five points:
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree. According to the conceptual model above of the research, there are 5
variables: Trustworthiness, Expertise, Attitude, Perceived Quality, and Purchase
Intention.
Table 3.1 Measurement scale

Original
Code Source Adjusted statement
statement
Trustworthiness
To what extent do I think SMIs are trustworthy
TRU1 you believe this when recommending
source is reliable? products
Ohanian
How honest do you I think SMIs are honest when
TRU2 (1990)
think this source is? recommending products
How sincere do you I believe the SMIs I follow
TRU3
think this source is? are sincere
35
Cheung, C. Their reviews are

M., Lee, M. unbiased
I trust that SMIs I follow that
TRU4 K., &
gave unbiased reviews
Rabjohn, N.
(2018)
Youssef I do believe that I
Chetioui, can depend on
Hikma fashion I believe I can rely on the
TRU5 Benlafqih influencers I follow SMIs I follow to make
and Hind to make purchasing purchasing decisions
Lebdaoui decisions
(2019)
Expertise
How
knowledgeable do
you believe this The SMIs are knowledgeable
EXP1
source is on the about the skincare product
topic being
discussed?
To what extent do
Ohanian
you believe this
(1990) SMIs are experienced in
EXP2 source has the
using skincare products
skills to address the
topic?
How qualified do
SMIs are well-qualified to
you believe this
EXP3 give recommendations about
source is to speak
skincare products
on the topic?
Faizan Baig The social media
and Saad influencers I follow
SMIs advertise products
EXP4 Ullah explain products
from many perspectives
Shahzad through
(2022) every perspective
The social media
influencers I follow
SMIs I follow have expertise
EXP5 provide references
in their field.
based on
their expertise
Attitude toward brands
36
Faizan Baig I do trust brands

and Saad advertised by social
I trust the brands advertised
ATT1 Ulah media influencers I
by the SMIs I follow
Shahzad follow
(2022)
Yang, X., & I think the brands
I think the brands
Huang, Q. recommended by
recommended by the SMIs
ATT2 (2020) the influencers that
that I follow are of good
I follow are of good
quality
quality
Cheung, C.
I feel attracted to
M., Lee, M.
beauty brands I feel attracted to beauty
ATT3 K., &
advertised by brands advertised by SMIs
Rabjohn, N.
KOLs
(2018)
Faizan Baig I have favorable
and Saad opinions about the I have positive view of
ATT4 Ullah brands advertised beauty brands advertised by
Shahzad by social media the SMIs I follow
(2022) influencers
Yang, X., & If a beauty product
Huang, Q. is promoted by
I will buy a skincare product
(2020) many influencers
ATT5 of a brand if it is advertised
on social media, I
by many SMIs
would be more
likely to buy it
Perceived Quality
To what extent do
you agree that the When buying skincare
organic personal products, I consider whether
PQ1 care products you the price of the product
currently use meet offers commensurate value
Asshidin et
your expectations or not
al. (2016)
in terms of quality?
How often do you
My feelings about products
switch to a
PQ2 are often related to the names
different brand of
of beauty brands
organic personal
37
care products based

on quality?
What specific
aspects of organic
personal care When buying skincare
product quality are products, I usually pay a lot
PQ3
most important to of attention to the ingredients
you when making a and uses of the product
purchasing
decision?
What specific
aspects of organic
personal care I believe that products’
product quality are country of origin does
PQ4
most important to determine the quality of the
you when making a product
purchasing
decision?
Purchase Intention
I have the There is a strong likelihood
willingness to that I will buy beauty brands
purchase a beauty recommended by SMIs
PIT1
product advertised
by beauty
influencers
I am mostly like
going to purchase a
Amirah I am mostly have intention to
beauty product
PIT2 Tumsah purchase beauty product
advertised by
(2021) advertised by SMIs
social media
beauty influencer
I have intentions of I would like to recommend
recommending a the product advertised by
beauty product SMIs for my family and
PIT3
advertised by friends
beauty influencers
to other people
38
I will purchase the I will purchase beauty

beauty product products advertised by SMIs
advertised by in the future
PIT4
social media
beauty influencer
in the future
3.3 Qualitative analysis
In order to gather perspectives and gain the feedback for the study's qualitative research,
the author conducted one-on-one interviews with five seasoned professionals in Ho Chi
Minh City who have experience many years work in the fields of marketing in general
and beauty industry in particular.
The author interviewed 5 more respondents to confirm whether they understood the
question in the survey questionnaire or not to synthesize with comments from 5 experts.
After considering the reasonableness of the respondents' assessments for the research
model, the author established a table of revised questions. Contributions related to the
survey questions are presented below:
Table 3.2 Modified measurement scale
Code Adjusted Modified statement

statement
Adjustment, 5/5 experts said that
having a good understanding of

The SMIs are
the product is not enough, should
knowledgeable
EXP1 be more specific, for example,
about the skincare
the information must include the
product
list of ingredients, uses, usage,
and expiration dates
SMIs I follow have Adjustment, all experts and

EXP5 expertise in their respondents agreed that the
field. phrase “in their field” is not
39
specifically, should change to “in

the beauty field”
Perceived The packaging of skincare

quality products often attract me
The fact that KOLs actually use

Purchase skincare products in their reviews
intention has a big influence on my buying
decision
After interview experts and few students about the survey, they made comments and
modifications for 2 variables, EXP1 and EXP5, in addition, the experts proposed 2 more
questions for variables PQ and PIT because according to them, this is the tendency to
consume skincare products of different brands of young people today. The author agrees
to add these two factors in order to improve the quality of the scale for the research. In
conclusion, the survey will be 25 questions for measurement scale part.
The complete survey table will be attached in the appendix.
The questionnaire is designed to consist of 3 parts:
Part 1 is based on the survey Vietnam cosmetic usage analysis (Q&Me, 2022). The
survey was created to understand the clients’ basic beauty behavior. This part is intended
to screen subjects, and questions about the general information related to the habit of
using skincare products such as frequency of use, money spent on purchasing, and what
factor of product customers are most concerned about,...
Part 2 will be 25 questions under the 5-point Likert scale, a type of psychometric
response scale. Based on the survey of previous empirical studies referenced in this
study, the author has edited the questions to suit the situation and subjects in Vietnam.
Part 3 to collect demographic information of customers such as gender, age, occupation,

monthly income,…
40
3.4 Sample design
3.4.1 Respondents
The objective of the topic is to identify and measure perceived quality and the factors of
influencers endorsement on brand attitudes and purchase intentions of consumers. The
survey locations are mainly in Ho Chi Minh City where there are diverse groups of
university students aged between 16 and 28 years who watch SMIs review to buy
skincare products. The survey is conducted in the form of online and offline, by sending
direct paper surveys and online surveys through the Google docs tool to consumers.
There are 3 main survey subjects: high school students (16-19 years old), university
students (20-25 years old), and post-graduated students (26-28 years old).
3.4.2 Sample size
For the expected sample size, based on the study of Hair et al. (1998) the minimum
sample size is 5 times the total number of observed variables: n=5* the number of
observed variables. With regard to the methodology, there are 25 observed variables
used, so the sample size should be: n = 5*25 = 125 samples. The more answers are
received, the higher the scale accuracy of the items will be.
The target respondents are those who have purchased or intend to buy facial skincare
product through a review of beauty bloggers on social media. When sending the survey,
respondents are randomly selected and are not limited to demographic criteria. However,
after collecting the responses, the author will filter the data and removes those that are
not valid so the minimum number of samples to be achieved is 125. The number of
responses obtained influences research quality and peculiarity. If the survey is too small,
the data collected may not be sufficient. Therefore, the author increased the number of
samples to at least 200 to increase the accuracy of the study.
3.5 Data analysis methodology
3.5.1 Descriptive analysis:
In order to obtain the respondent's profile for the descriptive analysis, there will be
questions in the survey that classify by demographic data. In this study, the demographic
41
section looked at the respondents' age, highest level of education, income, frequency of
skincare product purchases, monthly expenditure on skincare products, preferred
skincare brand, and factors influencing skincare product purchases. Text and graphs will
be used to convey this data. The information collected is for the purpose of discovering
and correcting the ineffective survey subjects and adding statements to the measurement
bar.
3.5.2 Research methodology:
Summarize the collected responses, review valid answers and discard invalid answers.
The collected data is processed by the author using SPSS and AMOS software with
methods such as: reliability text Cronbach’s Alpha, exploratory factor analysis (EFA),
confirmatory factor analysis (CFA), and structural equation modeling (SEM).
• Cronbach’s Alpha
Cronbach's Alpha coefficient is used to check the reliability (Hair et al., 2009). In this
research, the author uses Cronbach’s Alpha to test reliability of measuring items of each
variable, it means check the rigor and correlation between observed variables. If a group
of items regularly assesses the same attribute, this statistic is used to make a
determination. The higher the alpha coefficient, the higher the unity or association
between the variables. This value could be within 0 and 1. Then, the variables measure
the same number of properties to be measured. For example, participants are more likely
to offer high replies to other things when they give high responses to one of the items.
This consistency shows that the measures are accurate and suggests that the items may
measure the same trait. Cronbach’s alpha is a measure of reliability but not validity. It
can indicate whether responses are consistent between items, but it cannot determine
whether the items measure the correct concept. According to Faizan Baig and Saad
Ullah Shahzad (2022), to ensure the reliability of the data set, the value of Cronbach
alpha should be greater than 0.6.
• Exploratory Factor Analysis (EFA)
One of the most important steps in quantitative processing for this study is exploratory
factor analysis (EFA). Through EFA, the author can reshape the structure of the groups
42
of scales, consider and evaluate two important types of values of the scale: convergence
and discriminant of groups of variables, and help eliminate invalid observed variables
help improve research results. This method belongs to the group of interdependent
multivariate analysis, based on the correlation between the variables (Hair et al.,2009).
The purpose of this analysis is to reduce a set of observed variables into a more
significant set of factors. In EFA, some requirements need to be followed:
− In order for the scale to have convergent validity, the variables must have Factor
loading is accepted when > 0.5.
− 0.5 ≤ KMO (Kaiser – Meyer – Olkin) ≤ 1 the factor analysis is considered
appropriate. In case the KMO value is under 0.5, that means no distinction and
validity between these variables.
− Bartlett's test of sphericity used to see if the observed variables in the factor are
correlated with each other or not: Significance level of p-value < 0.05
− Total Variance Explained is the value representing the percentage variation of
the observed variables. That is, in the evaluation of 100% variation, the analysis
of factors will explain how much percentage. This value must reach 50% then
EFA model is suitable.
− Eigenvalues > 1, is the criterion to determine the total number of factors in EFA.
• Confirmatory Factor Analysis (CFA)
Confirmatory factor analysis (CFA) is a special type of factor analysis used most
frequently in social research in statistics. Using CFA to test the hypothesis that there is
a connection between the variables that are observed and the latent construct(s) that
exists. The association pattern is postulated a priori using theoretical knowledge,
empirical study, or both, then the hypothesis is statistically tested. CFA analysis is the
next step of EFA, based on previous studies or theories to decide the number of factors
that exist in the data to test whether the theoretical model is the foundation for the set of
observed variables of the study, which variables are related to each factor, and have
achieved agreement with market data? Unlike EFA analysis, when performing CFA
analysis, the authors must also indicate specific aspects of the theoretical model. The
43
results of the CFA confirmatory factor analysis can provide convincing evidence of the
convergent validity and discriminant validity of the theoretical structure.
• Structural Equaion Modeling (SEM)
Structural Equation Modeling (SEM) is a very general statistical modeling technique,

one of the most popular methodologies in the quantitative social sciences. SEM is used
to estimate measurement models and structural models of multivariable theory
problems. SEM provides information about the measured properties of the observed
variable (reliability, validity). Unlike other statistical techniques that only allow the
estimation of the partial relationship of each pair of factors in the measurement model,
SEM allows the simultaneous estimation of the elements in the overall model and it is
used to analyze the structural relationship between measured variables and latent
constructs (Le Van Tuan, 2011). CFA and SEM allow to estimate the relationship
between the variables in the model after adjusting for measurement error and theoretical
error, so the outputs will be significantly "real".
44
Chapter 4 Research results
CHAPTER 4 RESEARCH RESULTS
4.1 Frequency analysis
The total number of samples collected includes 340 surveys, through the Google Doc
tool and through direct surveys at universities. The collected samples will be cleaned
before being processed and analyzed to limit errors during data extraction. Sheets filled
in incorrectly, missing information, or answered incorrectly by typing the same for all
questions were excluded from the form. The final number of valid questionnaires
obtained was 285 responses, include 135 responses from online survey and 150
responses in paper. The results of the sample descriptive statistics will be shown and
commented on in the charts and tables below.
4.1.1 Gender
Figure 4.1 Gender proportion of respondents

The gender statistical results of 285 research samples, respondents to the survey
questionnaire are consumers aged 16 to 28 in Ho Chi Minh City who use skincare
products. Of 285 respondents to the survey, 86 male consumers accounted for 30% and
199 female consumers accounted for 70%. More respondents are females as this
research is mainly based on the beauty industry therefore females are larger in number.
Surveys show that the majority of consumers of skincare products are women.
45
4.1.2 Age
Figure 4.2 Age proportion of respondents

In the research questionnaires, the author has divided the age group into 3 sections:
Highschool student, college student, and post – graduated student. The survey shows
that, the largest number of survey respondents in the age group from 20 to 24 are
university students with 171 consumers (accounting for 60%), which is compatible with
the author's expectation because this is the main object of this study. The age group from
16 to 19 years old with 75 consumers (26%) are high school students, and the age group
from 25 to 28 years old with 39 consumers (14%) are post - graduated students. The
survey shows that the majority of consumers who buy skincare products in Ho Chi Minh
City between the ages of 16 and 28 are college students.
4.1.3 Income
Figure 4.3 Income proportion of respondents

The income survey shows that, because the majority of the surveyed subjects of this
study are schoolchildren and university students, the largest number at the income level
is less than 5 million VND with 162 consumers accounting for 57%, the income level is
46
from 5 million VND to 10 million VND with 86 consumers accounting for 30%, the
level of 10 million VND to 20 million VND with 29 consumers accounting for 10% and
the income level is over 20 million VND with 8 people consumption accounts for 3%.
4.1.4 Skincare shopping behavior
Table 4.1 Skincare shopping behavior
Shopping behavior Count Proportion

Frequency of < 2 times/month 135 47
buying skincare 2 - 4 times/month 117 41
products > 5 times/month 33 12
285 100
Daily 184 65
Frequency of
Once/week 11 4
using skincare
1 – 2 times/week 26 9
products
2 – 3 times/week 64 22
285 100
< 300.000 vnd/month 13 5
300.000 - 500.000 vnd/month 78 27
The cost spend on 500.000 - 700.000 vnd/month 83 29
skincare products 700.000 - 1.000.000 vnd/month 92 32
1.000.000 - 2.000.000 vnd/month 10 4
> 2.000.000đ vnd/month 9 3
285 100
Brand 49 17
Factors to be
Reviews from other 34 12
considered when
Safety 50 18
customers buy
Product quality 104 36
skincare products
Price/promotion 48 17
285 100
Vo Ha Linh 98 34
Call Me Duy (Vo Duy) 44 16
Chloe Nguyen 41 14
Well known SMIs
An Phuong 31 11
Changmakeup 34 12
Trinh Pham 37 13
285 100
47
The frequency of buing skincare product: Out of a total of 285 sample results, the
percentage of consumers who buy skincare products less than 2 times per month is 135
people, accounting for the highest proportion with 47%. Next is the percentage of
consumers who buy from 2 to 4 times per month accounting for 41% (117 respondents)
and buy more than 5 times per month is 12% (33 respondents).
About the time of daily facial skincare: The results showed that 184 people were
taking daily facial care, accounting for the highest rate with 65%, there were 64 people
using skincare products from 2 to 3 times per week (22%). Another 22 people have the
habit of using less, from 1 to 2 times a week (9%), and the remaining 11 people out of
285 samples say they use skincare products once a week (accounting for the percentage)
have the lowest weight with 4%. Thus, it can be seen that consumers tend focus on using
daily skincare products.
Purchase cost: Out of a total of 285 results, the range of costs consumers spend to buy
facial skincare products monthly: less than 300,000 VND for 13 people, accounting for
5%, from 300,000 to 500,000 VND for 78 people, accounting for 27%, from 500,000 to
700,000 VND with 83 people accounting for 29%, from 700,000 to 1 million VND with
92 consumers accounting for the highest proportion with 32%, from 1 to 2 million VND
with 10 people accounting for 4%, and finally over 2 million VND with 9 people
accounting for 3%. It can be seen that the cost consumers mainly spend to buy facial
skincare products is about 700 thousand VND to 1 million VND monthly, which shows
that consumers focus on taking care of their skin and willing to spend some money for
this activity.
Factors that customers care about when choosing skincare products: Out of a total
of 285 respondents, the product quality factor was considered to be important in the
decision to buy skincare products, accounted for the highest proportion of 36% with 104
responses. The remaining factors have approximately the same ratio and are not too
different: product safety with 50 respondents for 18%, the brand chosen by 49 people
accounting for 17%, closely followed by price and promotion with 48 people agree with
the ratio, and lastly, there are 34 people who think that reviews from others are important
factors, accounting for 12%.
48
Social media influencers: The data show that the sample has a sufficient distribution
of cases. Specifically, SMIs known to 98 people are Vo Ha Linh (34%), Call Me Duy
(16%), Chloe Nguyen (14%). An Phuong, Changmakeup, and Trinh Pham have rates of
11, 12, and 13%, respectively.
4.2 Descriptive analysis
Table 4.2 Descriptive analysis results
Std.
N Minimum Maximum Mean
Deviation
TRU1 285 1 5 3.73 .923
TRU2 285 1 5 3.65 1.029
TRU3 285 1 5 3.75 .966
TRU4 285 1 5 3.67 1.042
TRU5 285 1 5 3.73 .996
EXP1 285 2 5 3.91 .775
EXP2 285 2 5 3.92 .764
EXP3 285 1 5 3.76 .833
EXP4 285 2 5 3.82 .805
EXP5 285 2 5 4.04 .804
ATT1 285 1 5 3.79 .879
ATT2 285 1 5 3.77 .901
ATT3 285 1 5 3.74 .922
ATT4 285 2 5 3.79 .826
ATT5 285 1 5 3.85 .864
PQ1 285 1 5 3.80 .963
PQ2 285 2 5 3.99 .818
PQ3 285 2 5 3.92 .820
PQ4 285 1 5 3.84 .825
PQ5 285 1 5 3.84 .802
PIT1 285 1 5 3.62 .753
PIT2 285 1 5 3.79 .917
49
PIT3 285 1 5 3.56 .888

PIT4 285 1 5 4.00 .914
PIT5 285 1 5 3.91 .877
Valid N
285
(listwise)
The above tables exhibits the descriptive statistics of the research study. This research
study contains a Likert scale of five. From the table above it can be seen that social
media influencer’s trustworthiness and expertise are having a mean from 3.65 to 4.04,
that states most the individual agreed that these components are necessary factors in
shaping the attitude of the customers toward the brands, which SMIs advertised about.
Additionally, the mean of customer attitude toward brand and product’s perceived
quality are having a mean from 3.56 to 4.0, this show that respondents have a slightly
agreed that 2 components have influence on the intention to buy skincare products of
customers.
4.3 Reliability analysis
This analysis was performed for each scale in this study. Including 5 scales are SMIs’
trustworthiness (1), SMIs’ expertise (2), customer's attitude towards the brand (3),
perceived quality of product (4), and the purchase intention (5).
To ensure the reliability of the data set, only variables with a Corrected Item -Total
Correlation greater than 0.3 and a Cronbach's Alpha coefficient greater than 0.6 are
considered to be acceptable and appropriate for subsequent analysis and from the table
below it can be seen that the value of Cronbach alpha of all variables are greater than
0.6 which states the data set is valid.
The results of the scale reliability test (Cronbach’s Alpha) are shown in the table below:
Table 4.3 Cronbach's alpha test

Corrected Cronbach's
Reliability Observed Cronbach's
Item-Total Alpha if Item
statistics variables Alpha
Correlation Deleted
TRU1 0.650 0.807
Trustworthiness 0.840
TRU2 0.622 0.814
50
TRU3 0.658 0.804

TRU4 0.664 0.802
TRU5 0.629 0.812
EXP1 0.626 0.829
EXP2 0.651 0.823
Expertise EXP3 0.694 0.811 0.851
EXP4 0.664 0.819
EXP5 0.672 0.818
ATT1 0.691 0.711
ATT2 0.639 0.728
Attitude toward
ATT3 0.523 0.767 0.791
brands
ATT4 0.548 0.758
ATT5 0.455 0.787
PQ1 0.319 0.780
PQ2 0.573 0.733
Perceived
PQ3 0.586 0.727 0.746
Quality
PQ4 0.586 0.727
PQ5 0.595 0.722
PIT1 0.514 0.852
PIT2 0.713 0.802
Purchase
PIT3 0.655 0.818 0.849
Intention
PIT4 0.665 0.816
PIT5 0.746 0.794
For the first time analysis the reliability test, 5 variables (TRU, EXP, ATT, PQ, and PIT)
have the Cronbach’s alpha > 0.6, all the 25 variables have the total correlation > 0.3,
however, PQ1 has the lowest value (= 0.319), therefore the author consider to remove
this variables from the model, expect to improve the quality of the scale for next step of
data analysis.
Table 4.4 Perceived quality reliability test second time
Cronbach's
Corrected
Alpha if Cronbach's
Item-Total
Item Alpha
Correlation
Deleted
PQ2 0.573 0.733
PQ3 0.586 0.727
0.780
PQ4 0.586 0.727
PQ5 0.595 0.722
51
After removed the PQ1, Cronbach’s alpha of PQ variable is increase, from 0.746 to
0.780 > 0.6. From the analysis results, it shows that the overall Cronbach's Alpha
coefficient of the factor scales in the hypothetical model. All 5 scales have Cronbach's
Alpha reliability greater than 0.6, and there are observed variables have total correlation
coefficient greater than 0.3. Thus, the scales are reliable and 24 variables are kept for
inclusion in the EFA exploratory factor analysis to test the scale's value.
4.4 Exploratory Factor Analysis results
4.4.1 EFA analysis first time
First EFA result: KMO = 0.880 > 0.5, sig Bartlett's Test = 0.000 < 0.05, so factor
analysis to explore EFA is appropriate. The author wishes to select quality observed
variables, so the factor loading has threshold at 0.5. Comparing this threshold with the
results in the rotation matrix, there are three bad variables, PIT2 and PIT1 that need to
be considered and eliminated:
• Variable PIT2 uploads in 2 components: 3 and 4, with a factor loading of 0.489

and 0.478 respectively, both < 0.5 so it will be removed from the scale
• Variable PIT1 has a factor loading < 0.5, it will be removed.
Both variables above do not have a good value and not satisfy the criteria. Therefore,
the variable will be eliminated in the 2nd EFA analysis, the first variable will be PIT1
because it does not guarantee the standard factor loading.
4.4.2 EFA analysis for the second time
Second EFA result: KMO = 0.875 > 0.5, sig Bartlett's Test = 0.000 < 0.05, so factor
analysis to explore EFA is appropriate. The variables, PIT2 that need to be considered
and eliminated because it loads in both 2 components and the difference in factor loading
is < 0.3. In the thirth time EFA analysis, PIT2 will be eliminated.
4.4.3 EFA analysis for the third time
Table 4.5 Exploratory factor analysis results
KMO value = 0.866

sig Bartlett's Test = 0.000
52
Factor
1 2 3 4 5
EXP5 .781
EXP4 .775
EXP3 .726
EXP2 .697
EXP1 .660
TRU4 .800
TRU3 .763
TRU5 .724
TRU1 .626
TRU2 .602
ATT1 .885
ATT2 .604
ATT5 .597
ATT4 .514
ATT3 .510
PQ2 .738
PQ5 .678
PQ4 .669
PQ3 .659
PIT5 .919
PIT4 .709
PIT3 .613
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
Third EFA result: KMO = 0.866 > 0.5, sig Bartlett's Test = 0.000 < 0.05, so factor
analysis to explore EFA is appropriate. The final EFA analysis with 22 variables
(removed variables PQ1, PIT1, and PI2), the results of this final EFA analysis, all 22
variables give factor loading coefficients ≥ 0.5 and are classified into 5 components. All
variables are in the components as hypothesized, concluding that the scale achieves
discriminant value.
53
4.5 Confirmatory Factor Analysis analysis
Figure 4.4 Confirmatory factor analysis results
4.5.1 Evaluate the fit of CFA model:
The fit indices of the measurement model were also deemed good as χ2/df ratio = 1.644
being lower than the benchmark of 3. In addition, the value of comparative fit index
54
(CFI = 0.947), Goodness-of-Fit Index (GFI = 0.908), Tucker Lewis Index (TLI = 0.928)
and Root mean square error of approximation (RMSEA = 0.48), also showed a good fit.
4.5.2 Evaluate the quality of observed variables:
Table 4.6 Regression Weights

Standardized Standard P-
Path Estimate
Estimate error value
EXP => EXP5 1.000 0.732
EXP => EXP4 0.988 0.730 0.88 0.000
EXP => EXP3 1.110 0.784 0.91 0.000
EXP => EXP2 0.924 0.711 0.83 0.000
EXP => EXP1 0.909 0.690 0.84 0.000
TRU => TRU4 1.000 0.731
TRU => TRU3 0.912 0.722 0.82 0.000
TRU => TRU5 0.900 0.692 0.84 0.000
TRU => TRU1 0.881 0.732 0.78 0.000
TRU => TRU2 0.948 0.706 0.87 0.000
ATT => ATT1 1.000 0.776
ATT => ATT2 1.020 0.772 0.82 0.000
ATT => ATT5 0.676 0.534 0.79 0.000
ATT => ATT4 0.754 0.622 0.75 0.000
ATT => ATT3 0.795 0.588 0.84 0.000
PQ => PQ2 1.000 0.644
PQ => PQ5 1.085 0.713 0.122 0.000
PQ => PQ4 1.082 0.691 0.124 0.000
PQ => PQ3 1.078 0.693 0.123 0.000
PIT => PIT5 1.000 0.841
PIT => PIT4 0.952 0.769 0.75 0.000
PIT => PIT3 0.856 0.710 0.72 0.000
• The results in the Regression Weights table show that all variables have p-values
< 0.05 (signed with 3 *** signs in AMOS as 0.000). So these observed variables
are significant in the model.
• According to Hair et al. (2010), observed variables must have Standardized
Regression Weights >= 0.5 to satisfy the condition. The results of the table above
show that, all 22 observed variables have standardized regression weights > 0.5,
55
some variables > 0.7. Thus, the observed variables all have a high degree of
agreement.
4.5.3 Evaluate the convergence and discriminant characteristics
According to Hair et al. (2010), when evaluating the convergence of the scale, it is
necessary to consider the Composite Reliability index (CR) >= 0.7 and the Average
Variance Extracted index (AVE) >= 0.5, then the convergence is satisfied.
Table 4.7 Model validity analysis
Variables CR AVE (1st) AVE (2nd) AVE (3rd) AVE (4th)
EXP 0.851 0.533
TRU 0.841 0.514
ATT 0.796 0.443 0.484 0.520
PQ 0.780 0.470 0.470 0.470 0.482
PIT 0.818 0.601
Convergent Validity (CR): All 5 observed variables in the model have CR-value > 0.7,
fluctuating between 0.738 and 0.851, so the convergence of the variables is guaranteed.
Average Variance Extracted (AVE): Most of the factors' AVE index are greater than
0.5. With the first time analysis the model validity, there are 2 variables: PQ and ATT
have the AVE value < 0.5 (0.470 and 0.443, respectively). The author will remove the
ATT5 from the scale to improve AVE of ATT variable first, because it has lower value
in AVE.
In the second time model validity analysis, the AVE value of ATT variable still below
0.5. Again, author will remove ATT3 to improve the scale. After third time analysis, the
AVE value of ATT is > 0.5 (0.520). Then, the author removed the PQ2 variable to
improve the AVE of the scale:
In the last time analysis the validity, there is only PQ variable has AVE value < 0.5, but
not too small (0.482), while other conditions give this factors are satisfied (MSV index
is less than AVE – discriminant is guaranteed; and AVE index is greater than the
56
correlation index of that variable with other variables). Therefore, the author considers
keeping PQ for the next research step.
4.6 Structural Equation Modeling analysis
Figure 4.5 Structural equation modeling analysis

The structural model exhibited good fit indices χ2 = 218.275, p < 0.001, df = 47, χ2/df
ratio = 1.485, CFI = 0.965, GFI = 0.927, TLI = 0.960, and RMSEA = 0.041.
Table 4.8 Hypothesis test results
T- P-
Hypothesis Std.beta Std.error Decision
value value
Social media influencers'

trustworthiness is positively
H1 0.448 0.68 6.565 0.000 Supported
related to customers' attitudes
toward skincare products
Social media influencers'

expertise is positively related
H2 0.294 0.79 3.736 0.000 Supported
to customers' attitudes toward
skincare products
57
The attitude toward brands has

H3 a positive influence on 0.715 0.84 8.512 0.000 Supported
consumers’ purchase intention
The perceived quality of

skincare products has a
H4 0.260 0.78 3.323 0.000 Supported
positive influence on
customers’ purchase intention
Table 4.9 Direct effect assessment
Hypothesis Relationship Direct effect
H1 TRU -> ATT 0.527
H2 EXP -> ATT 0.269
H3 ATT -> PIT 0.649
H4 PQ -> PIT 0.20
4.7 Discussion Hypothesis
The results of SEM model analysis (Regression Weights table) show that all 4
relationships have P - Value (Note *** is less than 0.01) all less than 0.05, so all these
hypotheses are acceptable. Besides, the unnormalized regression coefficients of the
factors all have positive signs, so they all act in the same direction.
Hypothesis 1: Social media influencers' trustworthiness is positively related to

customers' attitudes toward skincare products. This hypothesis was accepted in
Faizan Baig et al., 2022 study and Youssef Chetioui, et al. (2019) study. Hazar Hmoud,
et al. (2022) value of H1 is positive (0.047) and it’s p-value = 0.000, therefore, H1 is
accepted or the impact of trustworthiness of SMIs on brand attitude is statistically
significant. Moreover, the trustworthiness has the higher impact on the attitude toward
brands of customer than expertise (0.527 > 0.269).
58
In Vietnam specifically, the use of social media platforms, such as Facebook and
Instagram, is widespread, and social media influencers have gained considerable trust
among Gen Z consumers. According to a report by Hootsuite and We Are Social (2022),
Vietnam has a high social media penetration rate, with 98% of internet users having at
least one social media account. Therefore, it is not surprising that the trustworthiness of
social media influencers plays a crucial role in shaping the attitudes of Gen Z customers
towards brands, particularly in the beauty industry. This is consistent with the fact that
the survey received from the answers because the alpha coefficient of the TRU variable
is high and has a high influence on the attitude towards the brand through the direct
effect index.
In Vietnam, SMIs are considered a reliable source of information because they are often
seen as experts in the field they represent. In addition, SMIs often have a close
relationship with their audience, especially for those who follow and love them.
Therefore, when they post about products of brands, young people tend to trust and
accept this information more easily.
Hypothesis 2: Social media influencers' expertise is positively related to customers'

attitudes toward skincare products. This hypothesis was accepted in Faizan Baig et
al., 2022 study and Hazar Hmoud, et al. (2022). For this research, the beta value of H2
is positive (0.296) and it’s p-value = 0.000, therefore, H2 is accepted or the impact of
trustworthiness of SMIs on brand attitude is statistically significant. Through the survey,
it can be seen that in 2 variables EXP3 and EXP5 corresponding to 2 questions are: SMIs
are well qualified to give recommendations on skincare products; The SMIs I follow
have expertise in the beauty industry, both are high in correlation value.
This is true in Vietnam because for young people, the expertise of SMIs is also important
in determining their credibility. They are considered to have expertise and knowledge
in the field in which they are advertising, capable of providing accurate and useful
information to the audience. This is especially important in the beauty industry, when
consumers need to find the right information and trust to ensure their own health. From
there, they will feel more secure and confident when making a decision to buy products
from the brand mentioned by SMIs. Besides, SMIs are also assessed as having the ability
59
to convey information in an easy to understand and attractive way to the audience,

helping to increase authenticity and trustworthiness in the eyes of consumers.
Hypothesis 3: The attitude toward brands has a positive influence on consumers’

purchase intention. This hypothesis was accepted in Le, et al. (2021) study. For this
reseach, the beta value of H3 is positive (0.727) and it’s p-value = 0.000, therefore, H3
is accepted or the impact of trustworthiness of SMIs on brand attitude is statistically
significant. Moreover, the attitude has the higher impact on the purchase intention of
customer than perceived quality (0.649 > 0.201).
Based on the survey results and after analyzing the structural model, the ATT factor and
3 observed variables, ATT1, ATT2, and ATT4 all have high indexes in the structural
model analysis. With the context in Vietnam, when the brand has won the trust of young
customers through the SMIs they monitor, they will feel that the products of this brand
are of good quality and hence have positive reviews. positive about the image of the
beauty brand that SMIs promote. And all of the above factors will affect young people's
intention to buy skincare products. For young customers in Vietnam, the use of beauty
products is not only an aesthetic need but also a way for them to express themselves and
make their own mark in society. Therefore, a beauty brand must gain the trust of
customers so that they can trust and use its products, and this depends a lot on the
customer's attitude towards that brand.
Hypothesis 4: The perceived quality of skincare products has a positive influence

on customers’ purchase intention. This hypothesis was accepted in Nadia Annisa
Rosara, Amia Luthfia (2020) study. For this research, the beta value of H4 is positive
(0.270) and it’s p-value = 0.000, therefore, H4 is accepted or the impact of
trustworthiness of SMIs on brand attitude is statistically significant. The survey results
show that factors such as brand, ingredients, uses, and manufacturing origin of skincare
products all have high measurement coefficients for the common variable of perceived
quality of the product. Young people in Vietnam today tend to be interested in using
skincare products of natural origin, environmentally friendly and not harmful to health.
They also care about the composition and use of the product, which is highly effective
and suitable for their needs. And brand factors also affect the perceived quality of
60
products by young people, including prestige, price, image, conveyed message and
uniqueness of the product. All of these factors affect the purchase intention of young
Vietnamese customers for skincare products.
61
Chapter 5 Conclusion and discussion
CHAPTER 5 CONCLUSION AND DISCUSSION
5.1 Summary the research’s results
The objective of the study is to study the impact of the trustworthiness and expertise of
social media influencers on the customer's attitude towards the brand, and to study the
impact of that attitude and perceived quality on the purchase intention. skincare products
of consumers in Ho Chi Minh City. The detailed survey subjects are young customers,
aged from 16 to 28 years old, who are currently high school students, undergraduate and
graduate students. To achieve the above goal, the author has conducted qualitative and
quantitative research with the collected sample of 285 people. Through descriptive
statistics, Cronbach's Alpha reliability test, Exploratory Factor analysis, Confirmatory
Factor analysis, and Stuctural Equation Modeling.
According to descriptive statistics, the majority of respondents are university students

currently studying at schools in Ho Chi Minh City with the rate of 60%. About 65%,
specifically 184 people have a daily skincare routine and they spend a monthly amount
on buying skincare products. Product quality factor is considered by many people to be
the most important when they choose a suitable skincare product for them.
The study accomplished its objective: determining that the trustworthiness and expertise
of SMIs have a positive influence on customers' attitudes towards beauty brands, in
addition to this attitude along with perceived quality of products also has an important
influence on the purchase intention of customers.
Based on the results of the study, customer's attitude towards the brand is the factor that
has the greatest influence on the intention to buy skincare products of Ho Chi Minh
consumers in the group of influencing factors under the scope of research topic. In order
to win a positive attitude from customers, brands must go through SMIs to win by the
credibility that SMIs convey through the product advertisements they post on social
networks.
Overall, the trend of integrating professional skincare consultation with social media
marketing, including the use of influencers, can indeed present both risks and
opportunities. Compare to professional consultations and social media influencers,
62
SMIs may raise concerns about the credibility and expertise of the advice provided.
Influencers may not possess the same level of medical or skincare knowledge as licensed
professionals, leading to potential misinformation or inadequate guidance. Social Media
Influencer-driven consultations might adopt a more generic approach to skincare
consultation, as influencers cater to a broader audience. This approach may not address
individual needs and specific conditions, potentially leading to suboptimal outcomes or
ineffective treatments.
However, there are also some opportunities for business to concern in using social media
influencers to promote skincare products. Integrating professional consultation with
social media marketing can make healthcare and skincare advice more accessible to a
larger audience. Gen Z consumers, who are highly tech-savvy, may appreciate the
convenience of seeking guidance through digital platforms they are already active on.
By leveraging data analytics and digital tools, influencer-driven consultations have the
potential to offer personalized recommendations and customized product suggestions
based on individual needs. This approach can enhance the consumer experience and
address specific concerns effectively
5.2 Implications
Based on the survey results, the author makes personal judgments about the
development trend of the skincare market in the near future. This is a positive trend
when customers, especially young people, are increasingly interested in health care,
beauty needs, and especially their income is increasing because the younger generation
is now very talented in many fields. This affects the consumption of cosmetics in general
and skincare products in particular.
Hypothesis 1 and 2: Social media influencer’s trustworthiness and expertise is positively

related to attitude toward brands of customer.
Research results show that whether customers support reviews from SMIs depends on
whether they have expertise in the beauty industry and how they build trust with their
followers. Among Vietnamese young consumers, SMIs are highly trusted sources of
information about beauty products, and their recommendations have a significant impact
63
on consumers' purchase decisions. The trustworthiness of SMIs is crucial factor that

affects customer’s attitude towards brands. When SMIs are perceived as credible,
knowledgeable, and authentic, consumers are more likely to trust their recommendations
and view the brands they endorse positively. Using communication by SMIs, brands
will succeed in building a positive attitude of customers towards them, and make them
buy and stay loyal to their products. That shows that attitude is an important factor and
directly affects the buying behavior of consumers.
Quality interactions between the influencer and the customers as well as between the
influencer and the product they are recommending can help attract customers, which
might ultimately result in a sale of the product (Lien et al., 2014). Most of the influencers
first try the product and then recommend the product to their followers. When some
attractive social media influencers recommend products especially related to beauty and
fashion, it can inspire prospective consumers to think that they will get the same
appearance that social media influencers have through utilizing that product. As a result,
the potential customer is drawn to the product because they think the social media
influencers' recommendations are true, which is demonstrated by the influencers'
physical attractiveness, particularly in the case of beauty and fashion, and this leads to
the purchase of the product.
Therefore, brands in Vietnam need to carefully select SMIs to partner with, taking into
account not only their popularity but also their perceived trustworthiness. Brands should
also strive to maintain transparency in their collaborations with SMIs and ensure that
their endorsements align with the influencers' values and beliefs. By doing so, brands
can establish long-term relationships with consumers based on trust and credibility,
which can lead to increased brand loyalty and sales.
Hypothesis 3: The attitude toward brands has a positive influence on customers’

purchase intention.
Hypotheses that customer attitudes to the brand that influence the intention of shopping
for skincare products can be proven. The customer in this case is young people in
Vietnam, aged 16 to 28, mostly college students. Understanding the importance of
brands for young customers will help brand managers to enhance customer satisfaction
64
and boost sales. If customers have a positive attitude towards the brand of skincare
products, they will tend to buy products of that brand than other brands. Meanwhile, if
customers have a negative attitude towards the brand of skincare products, they can
avoid buying products of that brand and searching for other products from other brands.
Therefore, in order to increase sales and create loyalty of customers, brand managers
need to invest in the creation of quality skincare products and build positive brand
images. In the minds of young customers.
In order to meet the needs of customers and promote customer satisfaction, sales
managers need to build and maintain an active and reliable brand image in the hearts of
young customers, through advertising activities, communication and events. At the same
time, regularly collect feedback from customers and analyze data on sales. This helps
them better understand the needs of customers and offer appropriate strategies to
develop the brand and increase sales.
Hypothesis 4: The perceived quality of skincare products has a positive influence on

customers’ purchase intention.
Researching and understanding perceived quality is important for brand managers in the
skincare industry. If young customers rate skincare products as quality, they will be
more inclined to purchase those products over other skincare products. To enhance the
perceived quality of their products, beauty brand managers need to learn about the
market and customers, stay up to date with new trends, and come up with products that
meet customer needs. At the same time, brands need to invest in production technology
to create high-quality products and meet safety and quality standards that focus on the
health of consumers. In addition, creating an attractive fragrance can also enhance the
perceived quality of the product and set it apart from other skincare products on the
market. Brands need to create a positive shopping experience for customers, from
product experience to customer service. They can create promotions and offers for
customers to experience the products and make product reviews. This helps brands reach
customers in the best way, meet customer needs, and increase trust and purchase
intention.
65
5.3 Research limitation and future research recommendation
The research results have partly met the research objectives of the topic, however, with
limited research capacity and time, along with objective difficulties occurring in the data
collection process, the research should be conducted. There are still certain limitations:
Firstly, because the study uses convenient and random sampling methods, it is possible
that the collected data may have bias and low reliability. The advantage of this method
is that it is easy to implement and less expensive, but the disadvantage is that the method
has low reliability in terms of representativeness. The number of samples of the study
was 285 samples and the size of sample was still low, in which there were still many
samples that did not meet the required standards. The results of this study will be more
reliable if future studies repeat this study with more selective and probabilistic sampling
techniques.
Second, the scope of research has only focused on universities in Ho Chi Minh City.
The research results will give higher accuracy if the research scope is expanded to many
other provinces or more broadly, the whole country of Vietnam to be able to survey a
large number of students across the country.
Third, the author's research model only measures 2 factors of SMIs, namely
trustworthiness and expertise, how affect the customer's purchase intention, because
time is limited, it cannot be further study other factors related to SMIs such as whether
they affect the intention to buy or not. The study only focuses on the influence of SMIs
and perceived product quality on customers' purchase intention. Other factors such as
price, brand, store location and customer service can also influence a customer's
purchasing decision. The addition of a number of other characteristics may assist to
clarify the connection between social media influencers and purchase intention in some
cases.
66
References
REFERENCES
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl
& J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11-39).
Heidelberg: Springer.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human
decision processes, 50(2),179 – 211
Ajzen, I. (2005). Attitude, Personality, and Behavior second edition. Open University
Press
Armitage, C.J. and Conner, M. (2001). Efficacy of the Theory of Planned Behaviour : a
meta-analytic review. Journal of Social Psychology, 40, 471–499
Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived Quality and
Emotional Value that Influence Consumer’s Purchase Intention towards American and
Local Products. Procedia Economics and Finance, 63.
Baig, F. and Shahzad, S. U. (2022). Impact Of Social Media Influencer’s Credibility

Dimensions On Consumer Behavior, Jonkoping University, Parkistan.
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated

marketing communications perspectives (8th. Ed.)
Benson, V. (2018). Social media and the transformation of public space. Journal of
Digital Media & Policy, 9(1), 1-15.
Britannica (2023, May 11). The Editors of Encyclopaedia. "cosmetic". Encyclopedia

Britannica. Retrieved from https://www.britannica.com/art/cosmetic.
Chekima, B., Chekima, F. Z., and Adis A. A. (2020). Social Media Influencer in
Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of
Economics and Business, 3(4), 1507-1515.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute
to consumers’ purchase intention. Journal of Fashion Marketing and Management,
24(4), 526-542.
67
References
Conick, H. (2018). Influencer marketing: Industry evolution and consumer perceptions.

(Thesis), University of North Carolina at Chapel Hill.
Ergin, E. A., Özdemir, H. & Parıltı, N. (2005). Brand Loyalty In The Cosmetics
Industry: A Field Study On Turkish Women’s Brand Loyalty Among
CosmeticsProducts. Journal of Business & Economics Research, 3(5), 5 – 16.
Fishbein, M. and Ajzen, I. (1977). Belief, attitude, intention, and behavior: an

introduction to theory and research. Journal of Business Venturing, 5, 177-189
Freberg, K., Graham, K., McGaughey, K., Freberg, L. A. (2010). Public Relations
Review. Who are the social media influencers? A study of public perceptions of
personality, 37(1), 90-92.
Geyser, W. (2023, March 24). What is an Influencer? – Social Media Influencers

Defined. Retrieved from https://influencermarketinghub.com/what-is-an-influencer/
Hmoud, H., Nofal, M., Yaseen, H., Al-Masaeed, S., & AlFawwaz, B. M. (2022). The
effects of social media attributes on customer purchase intention: The mediation role of
brand attitude. International Journal of Data and Network Science, 6, 1543-1556.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on

communication effectiveness. Public Opinion Quarterly, 15(4), 635-650.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion;
psychological studies of opinion change. New Haven, Yale University Press.
HubSpot. (2023). Global Social Media Trends Report 2023. Retrieved from
https://www.hubspot.com/data/global-social-media-trends-report
IAB. (2022). Digital Brand Advertising and Measurement. Retrieved from

https://www.iab.com/wp-content/uploads/2022/02/Digital-Brand-Advertising-and-
Measurement-February-2022.pdf
Influencer Marketing Hub. (2023). The State of Influencer Marketing 2023. Retrieved
from https://influencermarketinghub.com/the-state-of-influencer-marketing/
Kemp, S. (2022, January 26). Digital 2022: Global Overview Report. Datareportal.
Retrieved from https://datareportal.com/reports/digital-2022-global-overview-report
68
References
Khraim, H.S. (2011). The Influence of Brand Loyalty on Cosmetics Buying Behavior
of UAE Female Consumers. International Journal of Marketing Studies, 3(2).
Le, T. V., Aland, T., and Tran, Q. T. (2021). How YouTube Influencers Impact
Customers’ Purchase Intention: An Empirical Study of Cosmetic Brands in Vietnam.
Journal of Asian Finance, Economics and Business 8(9), 101–111.
Lee, J.E., Goh, M.L. and Mohd, N.B. (2019), Understanding purchase intention of
university students towards skincare products. PSU Research Review, 3 (3), 161-178.
Retrieved from https://doi.org/10.1108/PRR-11-2018-0031
Łopaciuk, A. and Łoboda, M. (2013). Global Beauty Industry Trends In The 21 St

Century. Retrieved from http://www.toknowpress.net/ISBN/978-961-6914-02-
4/papers/ML13-365.pdf
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility
Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive
Advertising, 19(1), 58–73.
McGuire, W. J. (1969). Attitudes and attitude change. In G. Lindzey & E. Aronson

(Eds.), Handbook of social psychology, 3, 233-346. New York: Random House.
Mobil, S. S. M., Kasuma, J., Adenan, M. A., Mejri, N., and Rajan, R. (2019) Influence
of Perceived Quality and Self-Esteem on Women’s Purchase Intention: Luxury Makeup
Brands. Journal of International Business, Economics and Entrepreneurship, 4(2),
2550-1429
Nafees, L., Cook, C. M., & Stoddard, J. E. (2020). The impact of social media influencer
power on consumer attitudes toward the brand: The mediating/moderating role of social
media influencer source credibility. Atlantic Marketing Journal, 9(1), 37-50.
Nielsen (2022). 7 ways Gen Z is reshaping the future of shopping in 2023. Retrieved
from https://nielseniq.com/global/en/insights/commentary/2023/7-ways-gen-z-is-
reshaping-the-future-of-shopping-in-2023/
69
References
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity

Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of
Advertising, 19(3), 39-52.
Ozdemir, G., & Acikdilli, G. (2012). Brand loyalty in the cosmetics industry: A field
study on Turkish women’s brand loyalty among cosmetics products. Journal of Business
Research, 65(8), 1111-1117.
Phu Do (2022, July 25). Report on the distribution of Cosmetics and Chemicals Market
2022. Retrieved from https://mobiwork.vn/bao-cao-thi-truong-phan-phoi-hoa-my-
pham-2022/
Q&Me (2022). Vietnamese cosmetic usage analysis (2022). Retrieved from

https://qandme.net/en/report/vietnam-cosmetic-usage-analysis-2022.html
Rosara, N. A. and Luthfia, A. (2020). Factors Influencing Consumer’s Purchase

Intention on Beauty Products in Youtube. Journal of Distribution Science, 18(6), 37-
46.
Statista (2022). Social media - Statistics & Facts. Retrieved from

https://www.statista.com/topics/1164/social-networks/#topicOverview
Tumsah, A. (2021). The impact social media influencers have on consumer purchase
intentions: A study understanding the influence beauty gurus have on younger
generations, National College of Ireland.
Vietnam Cosmetics Market 2022. (2022, October 16). Retrieved from

https://innovativehub.com.vn/thi-truong-my-pham-viet-nam-2022/
Vu, Q. (2022). What's hot about the current "sustainable skincare" trend of young
people?. Retrieved from https://kenh14.vn/xu-huong-skincare-ben-vung-cua-gioi-tre-
hien-nay-co-gi-hot-20220228174243474.chn
70
Appendix
APPENDIX
1.1 Appendix A
Survey English version
PART 1 GENERAL INFORMATION
1. In the past 6 months, how often did you purchase skincare products:
□ Less than 2 times/month

□ 2-4 times/month
□ From 5 times or more
□ Never bought (Please stop the survey)
2. How often do you use skincare products:
□ Daily
□ 2 - 3 times/week
□ 1 - 2 times/week
□ Once a week
□ Do not use (Please stop the survey)
3. Each month you spend an amount to buy skincare products is:
□ < 300.000 vnd/month

□ 300.000 - 500.000 vnd/month
□ 500.000 - 700.000 vnd/month
□ 700.000 - 1.000.000 vnd/month
□ 1.000.000 - 2.000.000 vnd/month
□ > 2.000.000 vnd
4. When buying skincare products what do you think is the most important factor?
□ Product quality
□ Price/Promotion
□ Brands
□ Safety
71
Appendix
□ Reviews from other people
5. Have you ever purchased skincare products through reviews/advertisements

from KOLs?
□ Yes
□ No (Please stop the survey)
6. Which of the following KOLs do you know:
□ Võ Hà Linh
□ Changmakeup
□ Chloe Nguyễn
□ An Phương
□ Trinh Phạm
□ Call Me Duy (Võ Duy)
PART 2 QUESTIONNAIRES
You indicate your AGREEMENT to the following statements by CHECKING the

corresponding box, with:
1 – Totally disagree
2 – Disagree
3 – Normal
4 – Agree
5 – Totally agree
No. Statement Agree Level
I. Trustworthiness 1 2 3 4 5
I think SMIs are trustworthy

1 when recommending
products
72
Appendix
I think SMIs are honest

2 when recommending
products
I believe the SMIs I follow

3
are sincere
I trust that SMIs I follow

4
that gave unbiased reviews
I believe I can rely on the

5 SMIs I follow to make
purchasing decisions
II. Expertise 1 2 3 4 5
SMIs are knowledgeable

about the ingredients, how
1
to use, usage, expiry dates...
of skincare products
SMIs are experienced in

2
using skincare products
SMIs are well qualified to

3 make recommendations on
skincare products
SMIs advertise products

4
from many perspective
The SMIs I follow have

5 expertise in the beauty
industry
III. Attitude toward brands 1 2 3 4 5
73
Appendix
I trust the brands advertised

1
by the SMIs I follow
I think the brands

recommended by the SMIs
2
that I follow are of good
quality
I feel attracted to beauty

3
brands advertised by SMIs
I have positive view of

4 beauty brands advertised by
the SMIs I follow
I will buy a skincare product

5 of a brand if it is advertised
by many SMIs
IV. Perceived quality 1 2 3 4 5
The packaging of skincare

1
products often attract me
When buying skincare

products, I consider whether
2
the price is commensurate
with the value
Brand is an important factor

3 that affects how I feel about
a product
When buying skincare

products, I usually pay a lot
4
of attention to ingredients
and uses
74
Appendix
I believe that the origin of

production determines the
5
quality of the skincare
products
V. Purchase intention 1 2 3 4 5
The likelihood of me buying

a skincare product that a
1
SMIs has collabed with a
beauty brand
I usually intend to buy

2 skincare products advertised
by SMIs
I would recommend the

skincare products advertised
3
by SMIs to my family and
friends
The fact that SMIs actually

use skincare products in
4 their reviews has a big
influence on my buying
decision
I will buy skincare products

5 advertised by SMIs in the
future
PART 3 PERSONAL INFORMATION
1. You are:
□ Student
75
Appendix
□ College student
□ Post-graduated student
2. Your gender:
□ Female
□ Male
3. Your monthly income is:
□ < 5 million VND

□ 5 - 10 million VND
□ 10 - 20 million VND
□ > 20 million VND
Survey Vietnamese version
PHẦN 1: THÔNG TIN CHUNG
1. Trong 6 tháng vừa qua, tần suất Bạn mua các sản phẩm chăm sóc da là:
□ Dưới 2 lần/tháng
□ 2-4 lần/tháng
□ Từ 5 lần trở lên
□ Chưa từng mua (Vui lòng dừng khảo sát)
2. Tần suất bạn sử dụng các sản phẩm chăm sóc da là:
□ Hằng ngày
□ 2 - 3 lần/tuần
□ 1 - 2 lần/tuần
□ 1 lần/tuần
□ Không sử dụng (Vui lòng dừng khảo sát)
3. Mỗi tháng Bạn chi một khoản để mua các sản phẩm chăm sóc da là:
□ < 300.000 đ/tháng

□ 300.000 - 500.000 đ/tháng
76
Appendix
□ 500.000 - 700.000 đ/tháng

□ 700.000 - 1.000.000 đ/tháng
□ 1.000.000 - 2.000.000 đ/tháng
□ > 2.000.000 đ/tháng
4. . Khi mua sản phẩm chăm sóc da Bạn quan tâm đến điều gì?
□ Chất lượng sản phẩm

□ Giá cả/Khuyến mãi
□ Thương hiệu
□ Độ an toàn
□ Reviews từ người khác
5. . Bạn có từng mua sản phẩm chăm sóc da thông qua review/quảng cáo từ KOLs
không?
□ Có
□ Không (Vui lòng dừng khảo sát)
6. Bạn biết đến ai trong những KOLs dưới đây (Vui lòng chỉ chọn 1):
□ Võ Hà Linh
□ Changmakeup
□ Chloe Nguyễn
□ An Phương
□ Trinh Phạm
□ Call Me Duy (Võ Duy)
PHẦN 2: BẢNG KHẢO SÁT
Vui lòng dựa vào lựa chọn KOLs của bạn ở câu 6 phần 1 và trả lời những câu hỏi dưới
đây. Hãy cho biết mức độ đồng ý của bạn đối với từng phát biểu dưới đây bằng cách
đánh dấu X vào ô tương ứng:
1 – Hoàn toàn không đồng ý
2 – Không đồng ý
3 – Bình thường
4 – Đồng ý
77
Appendix
5 – Hoàn toàn đồng ý
STT Câu hỏi khảo sát Mức độ đồng ý
I. Độ tin cậy 1 2 3 4 5
Tôi nghĩ SMIs là người

1 đáng tin khi giới thiệu sản
phẩm
Tôi nghĩ SMIs là người

2 trung thực khi giới thiệu sản
phẩm
Tôi tin rằng SMIs mà tôi

3
theo dõi là chân thành
Tôi tin tưởng SMIs đã đưa

4 ra những đánh giá không
thiên vị
Tôi tin rằng tôi có thể dựa

5 vào SMIs để đưa ra quyết
định mua hàng
II. Tính chuyên môn 1 2 3 4 5
SMIs có am hiểu về thành

phần, công dụng, cách
1
dùng, hạn sử dụng... của các
sản phẩm chăm sóc da
SMIs có kinh nghiệm sử

2 dụng các sản phẩm chăm
sóc da
78
Appendix
SMIs có trình độ tốt để đưa

3 ra các khuyến nghị về các
sản phẩm chăm sóc da
SMIs quảng cáo sản phẩm

4
theo nhiều góc nhìn
SMIs tôi theo dõi có chuyên

5
môn trong lĩnh vực làm đẹp
III. Thái độ đối với thương hiệu 1 2 3 4 5
Tôi tin tưởng các thương

1 hiệu được quảng cáo bởi
các SMIs mà tôi theo dõi
Tôi nghĩ các thương hiệu

được SMIs mà tôi theo dõi
2
giới thiệu đều có chất lượng
tốt
Tôi cảm thấy thu hút bởi

các thương hiệu chăm sóc
3
da được quảng cáo bởi
SMIs
Tôi có đánh giá tích cực về

các thương hiệu mỹ phẩm
4
được quảng cáo bởi các
SMIs mà tôi theo dõi
Tôi sẽ mua sản phẩm

skincare của một thương
5
hiệu nếu nó được nhiều
SMIs quảng cáo
IV. Chất lượng cảm nhận 1 2 3 4 5
79
Appendix
Bao bì và cách đóng gói các

1 loại sản phẩm chăm sóc da
thường thu hút tôi
Khi mua sản phẩm chăm

sóc da, tôi cân nhắc giá cả
2
có tương xứng với giá trị
hay không
Thương hiệu là một yếu tố

quan trọng ảnh hưởng đến
3
cảm nhận của tôi về sản
phẩm
Khi mua sản phẩm chăm

sóc da, tôi thường quan tâm
4
rất nhiều đến thành phần và
công dụng
Tôi tin rằng nguồn gốc sản

xuất quyết định chất lượng
5
của các sản phẩm chăm sóc
da
V. Ý định mua 1 2 3 4 5
Khả năng tôi mua một sản

phẩm chăm sóc da mà một
1
SMIs đã hợp tác với một
thương hiệu làm đẹp là
Tôi thường có ý định mua

2 các sản phẩm chăm sóc da
được quảng cáo bởi SMIs
80
Appendix
Tôi muốn giới thiệu các sản

phẩm chăm sóc da được
3
quảng cáo bới SMIs cho gia
đình và bạn bè của tôi
Việt SMIs thực sự sử dụng

các sản phẩm chăm sóc da
4 được quảng cáo của họ có
ảnh hưởng lớn đến quyết
định mua sắm của tôi
Tôi sẽ mua các sản phẩm

chăm sóc da được quảng
5
cáo bởi SMIs trong tương
lai
PHẦN 3: THÔNG TIN CÁ NHÂN
1. Bạn hiện đang là
□ Học sinh trung học

□ Sinh viên đại học
□ Sinh viên sau đại học
2. Giới tính của bạn là:
□ Nữ
□ Nam
3. Thu nhập cá nhân hằng tháng của bạn là:
□ < 5 triệu đồng

□ 5 - 10 triệu đồng
□ 10 - 20 triệu đồng
□ > 20 triệu đồng
81
Appendix
1.2 Appendix B
EFA first time:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .880

Bartlett's Test of Sphericity Approx. Chi-Square 3009.284
df 276
Sig. .000
Pattern Matrixa
Factor
1 2 3 4 5
EXP4 .773
EXP5 .768
EXP3 .730
EXP2 .683
EXP1 .655
TRU4 .797
TRU3 .764
TRU5 .723
TRU1 .636
TRU2 .609
ATT1 .866
ATT2 .659
ATT3 .569
ATT5 .565
ATT4 .564
PIT2 .489 .478
PIT5 .922
PIT4 .730
PIT3 .669
PIT1 .418
PQ2 .719
PQ5 .684
PQ4 .671
PQ3 .659

Rotation Method: Promax with Kaiser Normalization.a
a. Rotation converged in 6 iterations.
82
Appendix
EFA second time:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .875

Bartlett's Test of Sphericity Approx. Chi-Square 2898.578
df 253
Sig. .000
Pattern Matrixa
Factor
1 2 3 4 5
EXP4 .774
EXP5 .770
EXP3 .728
EXP2 .684
EXP1 .656
TRU4 .799
TRU3 .764
TRU5 .725
TRU1 .634
TRU2 .606
ATT1 .875
ATT2 .664
ATT3 .581
ATT4 .572
ATT5 .572
PIT2 .509 .445
PIT5 .895
PIT4 .727
PIT3 .655
PQ2 .718
PQ5 .684
PQ4 .670
PQ3 .659

Rotation Method: Promax with Kaiser Normalization.a
a. Rotation converged in 6 iterations.
83
Appendix
CFA results before removed ATT3, ATT5, and PQ2 in step model validity:
Model validity first time:
84
Appendix
Model validity second time:
Model validity third time:
Model validity last time:
85

41-CLC 1952908 NguyenHanhDoanNhu

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

41-CLC 1952908 NguyenHanhDoanNhu

Uploaded by

Copyright:

Available Formats

VIETNAM NATIONAL UNIVERSITY

HCMC UNIVERSITY OF TECHNOLOGY

THE IMPACT OF PERCEIVED QUALITY AND

NGUYEN HANH DOAN NHU

HCM City, 05/2023

HCMC UNIVERSITY OF TECHNOLOGY

SCHOOL OF INDUSTRIAL MANAGEMENT

THE IMPACT OF PERCEIVED QUALITY AND

Student name : Nguyen Hanh Doan Nhu

HCM City, 05/2023

HCMC UNIVERSITY OF TECHNOLOGY Independence – Freedom – Happiness

SCHOOL OF INDUSTRIAL MANAGEMENT THESIS ASSIGNMENT

STUDENT NAME: NGUYỄN HẠNH ĐOAN NHƯ Student ID: 1952908

The proposal is approved by the School/Department

LIST OF FIGURES ........................................................................................................iv

LIST OF TABLES ..........................................................................................................v

CHAPTER 1 INTRODUCTION .................................................................................1

1.1 Research Background ........................................................................................1

1.2 Research objectives ...........................................................................................2

1.3 Research question .............................................................................................. 3

1.4 Research scope ..................................................................................................3

1.5 Research structure .............................................................................................3

CHAPTER 2 LITERATURE REVIEW ......................................................................6

2.1 Review of related definition ..............................................................................6

2.1.1 Social Media and Influence Marketing....................................................6

2.1.2 Social Media Influencer ...........................................................................8

2.1.3 Definition and segment of skincare products ........................................11

2.1.4 Consumer buying process and Purchase Intention ................................ 12

2.2 Theory review ..................................................................................................13

2.2.1 Source Credibility Model ......................................................................13

2.2.2 Theory of Reasoned Action (TRA) .......................................................15

2.2.3 Theory of Planned Behaviour (TPB) .....................................................15

2.2.4 Perceived Quality ...................................................................................17

2.3 Empirical Studies............................................................................................. 17

2.3.1 Research of Hazar, et al. (2022) ............................................................ 19

2.3.3 Research of Faizan and Saad (2022) ..................................................... 22

2.3.4 Research of Brahim, et al. (2020) .......................................................... 23

2.3.5 Research of Le, et al. (2021) ................................................................. 24

2.3.6 Research of Lee, et al. (2019) ................................................................ 25

2.3.7 Research of Rosara and Luthfia (2020) ................................................. 27

2.4 Hypothesis development and conceptual model ............................................. 28

2.4.1 Conceptual Framework ......................................................................... 28

2.4.2 Hypothesis development ....................................................................... 30

CHAPTER 3 DATA ANALYSIS AND METHODOLOGY ................................... 34

3.1 Research process ............................................................................................. 34

3.2 Measurement scale .......................................................................................... 35

3.3 Qualitative analysis ......................................................................................... 39

3.4 Sample design ................................................................................................. 41

3.4.1 Respondents ........................................................................................... 41

3.4.2 Sample size ............................................................................................ 41

3.5 Data analysis methodology ............................................................................. 41

3.5.1 Descriptive analysis: .............................................................................. 41

3.5.2 Research methodology: ......................................................................... 42

CHAPTER 4 RESEARCH RESULTS ..................................................................... 45

4.1 Frequency analysis .......................................................................................... 45

4.1.1 Gender ................................................................................................... 45

4.1.3 Income ................................................................................................... 46

4.2 Descriptive analysis .........................................................................................49

4.3 Reliability analysis ..........................................................................................50

4.4 Exploratory Factor Analysis results ................................................................ 52

4.4.1 EFA analysis first time ..........................................................................52

4.4.2 EFA analysis for the second time ..........................................................52

4.4.3 EFA analysis for the third time .............................................................. 52