TRUST-INDUCING CHARACTERISTIC OF ONLINE INFLUENCERS WHICH AFFECTS THE DECISION OF THAI TEENAGERS TO UNDERGO COSMETIC SURGERY

Abstract

The objectives of this research are to study demographic characteristics and Facebook usage habits of Thai teenagers, and to study which trust-inducing characteristics of online influencers affects the decision of Thai teenagers to undergo cosmetic surgery. The research employed mix methods, consisting of in-depth interviews of cosmetic surgery enthusiasts (those who have undergone one and those keen to undergo one) which follows the following four Facebook pages: Warinthron Watrsang, Pichet Padungnanont, Seiya Kataron, and Vanrisa Namirach (Nokky), and quantitative research by means of 400 online questionnaire in order to compile data from followers of the aforementioned pages. The research results revealed that the most popular means of learning about cosmetic surgery among the sample population is via Facebook. In terms of followers, the page Warinthorn Watrsang was ranked first, followed by Pichet Padungnanont, Vanrisa Namirach (Nokky), and Seiya Kataron respectively. The device most popular for accessing such information is smartphone, with an average Facebook surfing time of 1-3 hours. Most people in the sample population use Facebook to while away the hours and share information.The trustworthiness of these online influencers is very high overall. In terms of trust-inducing characteristics, personality was ranked first, followed by expertise, popularity, relationship with page followers and experience. In terms of personality, all four influencers enjoyed better personality after undergoing cosmetic surgery. In terms of popularity, all four influencers are very well known with large amount of followers. In terms of experience, all four influencers choose to impart their experience via referral to examples such as the results of those who underwent cosmetic surgery. The impact of online influencers on the decision to undergo cosmetic surgery is significant. When breaking down influences, online influencers had the greatest effect in terms of option evaluation, followed by need/problem perception, decision, and information searching respectively. In terms of need/problem perception, most of the people in the sample do not have any major deficiencies in terms of appearance. Rather, they were urged on by family members or friends to undergo surgery. In terms of information searching, all the four pages offer comprehensive information on surgery, namely place, price, expert, result, and safety. The result of hypothesis testing reveals that the following demographic characteristics: sex, age, occupation, education and monthly income are related to Facebook usage habits In addition, the following trust-inducing characteristics of online influencers: personality, popularity, expertise, experience, and relationship with followers, affects the decision of Thai teenagers to undergo cosmetic surgery. The Conclusion are online influencers must be neutral in presenting information. The way of speaking and writing which is interesting, modernnity, and consistent in presenting information. As well as having a variety of information, complete, clear, easy to make a decisions.