Characteristics of Key Opinion Leaders Influencing on Fast Fashion E-Shopping Decision of Gen Z in Vietnam

Tuan-Kiet H. V. Truong () and Loc Ba Phan
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Tuan-Kiet H. V. Truong: FPT University
Loc Ba Phan: FPT University

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 1017-1030 from Springer

Abstract: Abstract The objective of this study is to identify the key factors in influencer marketing that significantly impact Generation Z’s purchasing decisions in the fast fashion industry in Can Tho. Many previous researches have shown that the presence of influencers has contributed to the rapid development and popularity of the fast fashion industry. Therefore, influencers’ images and messages not only create trends but also trigger buying behavior among Gen Z. A total of 397 valid responses were collected through a structured survey, utilizing a non-probability sampling method. The primary methodology applied in Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that trust, expertise, and attractiveness of influencers play a crucial role in shaping Gen Z’s attitudes toward brands and influencing their purchasing behavior. The expertise of the influencer has the strongest impact on brand attitude, with a coefficient of 0.377. Moreover, the attractiveness of the influencer plays an important role, with a regression coefficient of 0.364 and a p-value of 0.000. Moreover, the trustworthiness of the influencer also affects brand attitude, with a coefficient of 0.338. The adjusted R2 of attitude decision is 0.673. It means that the independent variables in the model explain 67.3% of the variation in attitude, while the remaining 32.7% is attributed to outside factors. Consumers’ attitude influences positively on purchase decision with a coefficient of 0.175. The study provides valuable insights for businesses seeking to optimize their influencer marketing strategies, emphasizing the importance of selecting credible influencers, crafting engaging content, and leveraging interactive campaigns to enhance brand trust and customer engagement.

Keywords: Fast fashion; Influencer; e-shopping decision (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-6415-6_64

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