STUDYING THE IMPACT OF KEY OPINION CONSUMERS (KOCS) ON THE DECISION TO PURCHASE THROUGH THE E-COMMERCE SHOPEE OF GEN Z IN HO CHI MINH CITY NGHIÊN CỨU ẢNH HƯỞNG Ý KIẾN CỦA NGƯỜI TIÊU DÙNG CHỦ CHỐT (KOCS) ĐẾN QUYẾT ĐỊNH MUA HÀNG QUA SÀN THƯƠNG MẠI ĐIỆN TỬ SHOPEE CỦA THẾ HỆ GEN Z TẠI THÀNH PHỐ HỒ CHÍ MINH

Abstract

Modern marketing is increasingly popular using images of influencers or key opinion consumers (KOCs) to advertise on social networks to help businesses attract consumers, especially the Gen Z. This study is a quantitative study to determine and evaluate the influence of KOCs on the purchasing decisions of Gen Z on the e-commerce site Shopee. Based on the study results, the authors provide implications to help administrators improve communication activities through KOCs. Data was analysed by SPSS software with 300 samples collected from consumers in Ho Chi Minh City who shopped through the e-commerce platform Shopee. It showed 4 factors: "reputation level", "love of customers", "information quality" and "perceived risk" associated with KOCs influence online shopping decisions of Gen Z in Ho Chi Minh City.