คุณลักษณะของอินฟลูเอนเซอร์และเนื้อหาที่มีคุณค่าที่มีผลต่อการตั้งใจซื้อสินค้า (บริการ) ด้านสุขภาพ และความงาม ของผู้ติดตามเจเนอเรชัน X และ Y ในกรุงเทพมหานคร และปริมณฑล

บทคัดย่อ

The objectives of this research are 1) to study the important level of influencer attributes and valuable content about products (services) in health and beauty according to followers’ opinions of Generation X and Y, 2) to study purchase intention of health and beauty products (services) of followers of Generation X and Y, and 3) to study influencer attributes and valuable content that affect purchase intention of health and beauty products (services) of followers of Generation X and Y. This study applied Explanatory Sequential Design. The sample consisted of Generation X aged 41-56 years and Generation Y aged 28-45, totaling 385 people, and key informants were Generations X and Y following 10 health and beauty influencers. Data were collected in Bangkok and Metropolitan areas. The researcher chose to use the Mixed methods research method using the explanatory sequential design research. The statistics used in descriptive data analysis were percentage, mean and standard deviation, and statistics used in inferential data analysis were one-way variance statistics and linear regression analysis, and content analysis presented in an analytical description format.

The results of the research found that:

The results of the study found that the majority of the sample were female, aged between 28-32 years, working as employees of private companies/employees. They held a bachelor's degree and were married. The research hypothesis found that the credibility, expertise, attractiveness, and attention of influencers are factors that influence purchase intention of health and beauty products (services) of followers of Generation X and Y with statistical significance at the level of 0.05 and the content that is useful, accessible, clear and easy to understand and has good value is a factor influencing purchase intention of health and beauty products (services) of followers of Generation X and Y with statistical significance at the level of 0.05,  and key informants found that trustworthiness affects the choice to follow influencers. It also makes the services offered reliable as well. Influencers must have expertise, especially the information presented must have references. Relevance did not influence the choice to follow. Only some people follow them because they are of the same gender and understand their needs better. In the caring aspect, it is enough to respect your followers' opinions. Useful content is very necessary. It also results in making those services have good value. Content that is unclear and difficult to understand often affects purchase intention. The majority of followers still choose to follow influencers. It is caused by their own content personality and some consider the presentation of new content to increase purchase intention.