99

Despite the development of social networks, little research has been done on how influencers’ recommendations on these networks impact the purchase intentions of internet users. This is a crucial issue for products where emotional and experiential aspects determine purchase decisions, such as luxury products. As young people are the most active on social networks, including in emerging countries such as Tunisia, this study analyzes the determinants of online purchase intention of luxury products among young people, focusing on the recommendations of influencers on social networks, the design quality of the website on which they are sold, and the pleasure of online purchase. Data were collected from a sample of 350 students who subscribe to social media and then analyzed using the structural equation modeling method. The results obtained show that the perception of digital influencers as well as commercial website design and shopping pleasure positively and significantly affect digital purchase intention. These results allow us to make recommendations to stimulate luxury product purchase intention among young people.