The Influence of Influencer on Social Network on Exposure, Perception, Attitude and Purchase Decision of Fashion Amulet

Abstract

        The objectives of this study were 1) to study exposure, perception, and attitude by influencers about the fashion amulet on social networks, and purchase decisions, 2) to study the differentiation of the demographic for exposure, perception, and attitude by influencers about the fashion amulet on social networks, and 3) to study the factors of exposure, perception, and attitude by influencers to predict purchase decisions on the fashion amulet through social networks. The quantitative research by survey method from the online survey was used. A total of 400 sample size who were 18 years old and upper live in Bangkok and Metropolitan region who have exposed information from influencers on the fashion amulet via Facebook or Instagram was collected. The result was analyzed by descriptive statistics, one-way ANOVA, and multiple regression analysis. The study showed that males had exposure to the amulet influencer more than females. The older had exposure to the amulet influencer more than the younger. A higher degree perceived information more than a bachelor’s degree. The females had a positive attitude toward fashion amulet influencers more than males meanwhile males had the attitude in terms of positive information more than females. Factors of exposure, perception, and attitude were influence able to predict the behavior of purchasing decisions on the fashion amulet was statistical significance at the level of .05.