Patricia Zirena-Bejarano

Nowadays, social media influencers are one of the most important assets of many businesses that originate purchase decisions. The relevance of this paper is determined by the fact that it tries to fill in the research gap of literature determining the factors that might influence the purchase decisions of millennial consumers based on the theories of the constructs. The purpose is to determine the impact of brand value on the credibility of influencers over the purchase decision. Therefore, 412 millennial consumers from the city of Arequipa, Peru, were surveyed through an online form provided by Google. Then, the validation and descriptive statistics were made on the program SPSS. Additionally, the inferential statistics using the software Smart PLS. The results show a positive, significant, and direct relationship between the credibility of influencers and customers’ purchase decisions. Moreover, this relationship increases through the brand value when incorporated into the model as a mediator variable, facilitating the decision of consumers. In conclusion, it was estimated that consumers feel even more confident when social media influencers transmit the message showing specific brand attributes.

Acknowledgments
The authors thank the Universidad Nacional de San Agustin de Arequipa for its support in developing this project.
The present study has been self-financed by the authors.

This study aims to analyze the mediation effect of subjective norms and perceived behavioral control on the linkage between online consumer attitude and online purchase decisions of generation X, generation Y (millennials), and generation Z (centennials) in developing countries, particularly Peru. This empirical investigation surveyed 121 respondents of generation X, 200 millennials, and 200 centennials in Peru. The data were processed through structural equation modeling approach. This study demonstrates that online consumer attitude positively and significantly influences online purchase decisions; this relationship is enhanced through the mediation effect of subjective norms and perceived behavioral control. Furthermore, the results indicate that the effect of the proposed variables is improved progressively in each generation, showing a greater willingness of centennials to purchase online, followed by millennials and generation X. This study assessed online consumer attitudes of different generations in Peru toward the online purchase decisions and the mediation effect of subjective norms and perceived behavior control on the mentioned relationship, which showed improved results when incorporated into a single model.

Acknowledgments
The authors thank the Universidad Nacional de San Agustín de Arequipa for supporting this project.