Determining the Impact of Influencers on the Purchasing Behavior of Higher Education Students. A Case Study in a Chilean University

The purpose of this research is to determine the impact of influencers on the purchasing behaviour of higher education students. The theoretical basis is the Theory of Planned Behaviour (TPB), which explores consumers’ purchase intentions and their relation to previously attitudes, subjective norms and perceived behavioural control. The hypothesised model was tested on 210 higher education students at a university in northern Chile. The results indicate that there is a positive and significant relation of attitudes, subjective norms and perceived behavioural control with respect to purchase intention and purchase behaviour. Finally, suggestions for further research are offered.