THE MODERATING EFFECT OF INFLUENCER TYPE ON THE RELATIONSHIP BETWEEN PERCEIVED CREDIBILITY AND PURCHASE INTENTION ON GEN Z CONSUMERS

Abstract

Influencer endorsement has become an important marketing strategy, yet recent studies suggest that follower size may not be the sole factor affecting Generation Z consumers' purchase intention; it may also interact with influencer credibility (i.e., trustworthiness and expertise). This study examines the interaction effects of perceived credibility dimensions and influencer type on purchase intention among Generation Z consumers. We used a 2 × 2 × 2 between-subjects experimental design, with influencer type (micro vs. macro), trustworthiness (low vs. high), and expertise (low vs. high) as independent variables. The study examined three utilitarian product categories: toothpaste, lotion, and vitamin gummies. The study recruited 385 Thai participants aged 18 to 28 years, of whom 219 eligible participants were included in the analysis. Three-way ANOVAs were conducted separately for each product category to examine (H1) the interaction effect of trustworthiness and influencer type, (H2) the interaction effect of expertise and influencer type, and (H3) the interaction effect of expertise, trustworthiness, and influencer type on purchase intention. The results showed significant effects of trustworthiness and expertise on purchase intention for toothpaste and lotion, while only expertise had a significant effect for vitamin gummies. A significant interaction between influencer type and trustworthiness (H1) was found only for vitamin gummies. However, the hypothesized comparison was not significant. Overall, H1, H2 and H3 were not statistically supported. Findings suggest that the effects of influencer credibility vary across product contexts, highlighting the importance of considering both influencer characteristics and product type in influencer marketing rather than solely focusing on follower size.

Keywords: Influencer Type, Perceived Credibility, Purchase Intention