A Mediating Effect of Consumer Attitudes, Mediated by Characteristics of Micro-Influencers, on Purchase Intention in The Real Estate Industry in Thailand

Abstract

The objectives of this study were to investigate the direct impact of micro influencer characteristics on consumers’ perspectives, examine the direct impact of micro influencer characteristics on consumers’ purchase intentions, study the direct impact of consumers’ perspectives on purchase intentions, and explore the role of consumers’ perspectives as a mediator linking micro influencer characteristics to purchase intentions. The sample in this study included people who were followers and had watched videos from micro influencers in the real estate business in Thailand. The sample consisted of individuals aged 22 to 34 years, with a total number of 408 participants. The instrument used to collect data was a questionnaire. Statistics used in the data analysis included frequency, percentage, and structural equation modeling, which was employed to analyze the causal relationships and determine the causal influence of the variables.

          The results revealed that micro influencers in the real estate business in Thailand possessed several key characteristics, including the reliability of the source, attractiveness of the source, conformity between products, and communication skills. These characteristics had direct impacts on consumers’ perspectives. Furthermore, it was found that consumers’ perspectives serve as a mediating factor linking micro influencer characteristics and purchase intentions in the real estate market in Thailand. This mediation includes aspects such as the reliability of the source, attractiveness of the source, conformity between products, communication, and ultimately, purchase intentions.