THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS AND FINANCIAL LITERACY ON WILLINGNESS TO PAY A PREMIUM AMONG GENERATION Z CONSUMERS IN THAILAND

Abstract

This research examined the influence of social media influencers and financial literacy on willingness to pay a premium among Generation Z consumers in Thailand. Data from 298 respondents were analyzed using multiple regression analysis. The results showed that media consumption behavior and attitudes toward influencer credibility did not significantly affect willingness to pay a premium, whereas responses to influencer communication had a significant positive effect. Financial literacy had a significant negative effect on willingness to pay a premium. These findings suggest that Generation Z consumers who respond more strongly to influencer communication tend to show greater willingness to pay a premium, while those with higher financial literacy tend to show lower willingness. Educational institutions, financial institutions, and relevant organizations can use these findings to promote financial and media literacy, particularly in budgeting, value comparison, and careful evaluation of marketing information, to support appropriate purchasing decisions and long-term financial discipline.

Keywords: Social Media Influencers, Financial Literacy, Willingness to Pay a Premium, Generation Z