| 英文摘要 |
Consumers rely primarily on the recommendations of their loved ones or influencers in their community, whose close relationships they maintain. The key idea of this research is the relationship among five factors familiarity, similarity, credibility, trust, and purchase intention. The survey was conducted in France. The data was obtained from 252 French respondents. This research mostly used descriptive analysis, reliability analysis, factor analysis, correlation analysis, regression analysis, and ANOVA analysis. It finds that trust was influenced by three factors, such as familiarity, similarity, and credibility. It also found that trust influences purchase intention. Overall, the factors of familiarity and credibility of the influencers effect on trust, and trust are an influence on purchase intention. However, a weak affect was examined between similarity and trust. |
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