Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships

Bo-Chiuan Su, Li-Wei Wu, Yevvon-Yi-Chi Chang and Ruo-Hao Hong
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Bo-Chiuan Su: Department of Information Management, National Dong Hwa University, Hualien 974301, Taiwan
Li-Wei Wu: Department of International Business, Tunghai University, Taichung City 407224, Taiwan
Yevvon-Yi-Chi Chang: Department of Hospitality Management, Tunghai University, Taichung City 407224, Taiwan
Ruo-Hao Hong: Global Master of Business Administration Program, Tunghai University, Taichung City 407224, Taiwan

Sustainability, 2021, vol. 13, issue 19, 1-19

Abstract: Audiences’ purchase intentions are vital to the success of influencers on social media. This research examined how interpersonal attraction enhances parasocial relationships (PSRs) between influencers and audiences on social media, and how such parasocial relationships, in turn, affect audiences’ continuance intention. Interpersonal attraction contains three dimensions: task attraction, social attraction, and physical attraction. The results indicated that the three dimensions of interpersonal attraction significantly affected PSRs. The results also showed that informational influence and perceived credibility strengthened the relationship between PSRs and purchase intentions. Moreover, online comments positively moderated the effect of PSRs on informational influence and perceived credibility. The implications and suggestions for future research are also discussed.

Keywords: social commerce; parasocial relationship; online comments (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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