| Title |
Impact of influencers' credibility, argument quality and customers' characteristics on the health-related products purchase intention / |
| Translation of Title |
Nuomonės formuotojų patikimumo, argumentų kokybės ir vartotojų asmeninių savybių poveikis ketinimui pirkti su sveikata susijusius produktus. |
| Authors |
Fedorkova, Sofiia |
| Full Text |
|
| Pages |
111 |
| Keywords [eng] |
influencer credibility, argument quality, customer's characteristics, purchase intention, health-related products. |
| Abstract [eng] |
The problem of the research paper is how argument quality, source credibility, and customers’ characteristics affect the intention to purchase health-related products. The aim of the paper is to determine the impact of influencers' credibility, argument quality, and personal characteristics on the intention to purchase health-related products. To conduct research certain objectives were developed and a detailed literature analysis was performed. The Information Adoption Model was chosen for further analysis, therefore based on the reviewed materials a conceptual model was developed. To analyze the impact of influencer and personal characteristics on the intention to buy, a methodology was developed. The data was gathered and analyzed using various methods, such as reliability analysis and for the hypotheses testing, the linear regression method was applied. The results and recommendations based on the empirical research findings were provided. |
| Dissertation Institution |
Vilniaus universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2025 |
