Exploring the influence of influencer type and consumer age group on trust and purchase intention in the thai cosmetics market

Abstract

This study investigates how influencer type (nano vs. macro) and consumer age group affect perceived trust and, in turn, influence purchase intention in the Thai cosmetics market. Drawing on Source Credibility Theory, the research aims to understand the psychological mechanisms behind influencer-driven consumer behavior across generational cohorts. A quantitative approach was employed using a structured online survey distributed to 300 Thai consumers aged 18 to 50, covering Gen Z, Gen Y, and Gen X. Perceived trust and purchase intention were measured using 5-point Likert scales. Statistical analyses, including independent samples t-tests, one-way ANOVA, and simple linear regression, were conducted using SPSS. The findings reveal that nano influencers generate significantly higher levels of trust and purchase intention compared to macro influencers. Gen Y exhibited the highest trust and intent to purchase, followed by Gen Z and Gen X. Furthermore, perceived trust was found to be a strong positive predictor of purchase intention across all age groups. These results highlight the importance of trust as a central mechanism and underscore the need for age-segmented influencer marketing strategies. The study provides practical implications for cosmetic brands seeking to tailor influencer partnerships based on consumer trust dynamics and generational preferences.