Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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Purchase Intention is More Influenced by Authenticity Than Cosmetic Influencer Content: Social Exchange Theory

Authors
Tiara Putri Utami1, Aflit Nuryulia Praswati1, *
1Management Department Faculty of Economics and Business, Universitas Muhammadivah Surakarta, Surakarta, Indonesia
*Corresponding author. Email: anp122@ums.ac.id
Corresponding Author
Aflit Nuryulia Praswati
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_58How to use a DOI?
Keywords
Expertise; Source credibility; Purchase intention; Trust; Authenticity
Abstract

The high sales figures for the facial care category in e-commerce demonstrate the high market demand for skin care products. There are several competing products from MS Glow, such as Somethinc, Garnier, Scarlett, and Avoskin. The following is data on sales of MS Glow beauty products and those of its competitors. The purpose of this study is to assess how expertise affects source credibility; how source credibility affects purchase intention; how source credibility affects trust; how trust affects the intention to buy; how authenticity is impacted by source credibility; how perceived authenticity affects purchase intention; to investigate the connection between the factors of source credibility, trust, and purchase intention; and to investigate the connection between the variables of authenticity, purchase intention, and source credibility. Both qualitative and quantitative research methodologies are used in this study. Quantitative methodologies will be used in this study. According to the study’s findings, expertise significantly increases source credibility, which in turn significantly increases purchase intention; source credibility significantly increases trust; source credibility significantly increases authenticity; and trust significantly decreases purchase intention. Authenticity has a positive, measurable impact on purchase intention.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
978-94-6463-204-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_58How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tiara Putri Utami
AU  - Aflit Nuryulia Praswati
PY  - 2023
DA  - 2023/10/04
TI  - Purchase Intention is More Influenced by Authenticity Than Cosmetic Influencer Content: Social Exchange Theory
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 700
EP  - 715
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_58
DO  - 10.2991/978-94-6463-204-0_58
ID  - Utami2023
ER  -