Author(s)

Yun-lin YANG and Xin-tong HUA

Corresponding Author

Yun-lin YANG

Abstract

This research how the Chinese customers are affected by the influencers when making purchase decision on the Chinese social media platform. The sample of this research is based on 303 customers who had experience in purchasing products on the Chinese social platforms such as TikTok, Kuaishou, Weibo, Xiaohongshu and Taobao. Questionnaires were launched on the Chinese social media platform. Logistic regression was conducted to analyze the customers’ demographic factors, factors related to the social media platforms and the attributes of the influencers on the Chinese social media platforms. The empirical evidence revealed that the purchase decision is positively significantly affected by expertise and popularity of the influencers on the Chinese social media. The purchasing decisions made by customers among genders, income, different platform, use time spending on social media are significantly different.

Keywords

Influencer, Purchase Decision, Chinese Social Media, Logistic Regression