The influence of influencer and gender on online purchase behaviour towards skincare products

Influencer marketing has increasingly replaced conventional marketing models, gaining a dominant position in recent years. Although this approach is expanding globally, limited research in Malaysia has examined the factors that influence online purchase behavior of skincare products. This study investigates the impact of influencer characteristics, including expertise, attractiveness, product fit, and trustworthiness, on consumers’ online purchase behavior of skincare products. This study also examines the mediating effect of online purchase intention on the relationship between influencer characteristics and online purchase behavior. In addition, gender is investigated as a moderating variable in the relationship between influencer characteristics and online purchase intention. The Stimulus-Organism-Response (SOR) theory serves as the theoretical foundation of this study. Data were collected through an online questionnaire using purposive sampling among consumers with prior experience purchasing skincare products online. A total of 312 responses were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed a positive relationship between influencer attractiveness and product fit, which in turn influenced online purchase behavior. Furthermore, consumers with stronger online purchase intentions demonstrated more positive online purchase behavior. Additionally, the results indicated a mediating effect of influencer attractiveness and trustworthiness on online purchase behavior. Female consumers showed a preference for influencers with expertise, whereas male consumers favored influencers with product fit. No significant differences were observed in perceptions of attractiveness and trustworthiness across influencer genders. The inclusion of the latent variable in the research framework offers new insights into the application of the S-O-R theory in influencer marketing and consumer behavior. Marketers and business practitioners are encouraged to emphasize influencer characteristics to strengthen consumers’ online skincare purchase behavior. Government agencies may also adopt similar influencer marketing strategies to effectively disseminate information about policy changes, initiatives, and public services. In addition, this study highlights directions for future research