Factors of Micro Influencers Affecting Purchase Decision of Millennial Consumers via Electronic Word-of-Mouth (e-WOM)

Abstract

This research aims to study factors of micro influencers that affect purchase decision of Millennial consumers via electronic word-of -month (e-WOM). The research objectives were:1) to investigate the factors of micro influencers that affect purchase decision, namely: expertise, attractiveness, and trustworthiness; 2) to study the impact of e-WOM to purchase decision; and. 3) to study the impact of e-WOM in terms of mediator that connects between micro influencers and purchase decision. The sample group was 400 people residing in Thailand and aged between18-34 years old. The sample size was calculated by Cochran formula. The data were analyzed by SPSS computer program application. The statistics for data analysis were multiple regression analysis with tolerance level less than 0.05 at 95% confidence level and correlation analysis of interstitial variable by Andrew F. Hayes process with two additional paths in analysis. It was found that all factors affected purchase decision of Millennial consumers.