The Role of Parasocial Interaction on Consumers’ Intention to Purchase Beauty Products
Journal Title: Revista CEA - Year 2020, Vol 6, Issue 12
Abstract
Beauty products have become one of the basic necessities of Indonesian women, which has led them to increasingly seek information about such products through a variety of sites, such as YouTube—one of the most cited platforms to find cosmetic reviews. This has encouraged the emergence of beauty vloggers who are now one of the preferred sources of information about beauty products. However, the relationship between subscribers and such influencers has failed to optimally persuade subscribers to purchase the beauty products reviewed by beauty vloggers. Therefore, in this paper, we analyze the effect of parasocial interaction (PSI) on viewers’ purchase intention and its implications. For this purpose, we propose four hypotheses. Moreover, we analyze the data using structural equation modeling. The results of this study reveal that physical attractiveness and attitude homophily have an impact on PSI and can affect viewers’ intention to purchase beauty products in the long term. Social attractiveness, however, is not proven to influence PSI.
Authors and Affiliations
Purnamaningsih Purnamaningsih, Nosica Rizkalla
Keywords
Related Articles
- EP ID EP697651
- DOI 10.22430/24223182.1617
- Views 96
- Downloads 0
Innovation Processes in the Colombian Manufacturing Industry
This paper aims to analyze innovation processes in the Colombian manufacturing industry by adopting a hermeneutic methodology and analyzing the results of interviews and a literature review. The Colombian manufacturing i...
Strategy and Value Creation in Tourist Attractions: A Case Study
Purpose: To identify components of organizational strategy and value creation in tourist attractions in the Department of Quindío (Colombia). Design/methodology: This case study adopted an exploratory, descriptive, and...
Efectos del desabastecimiento de agua potable en empresas turísticas. El caso de Santa Marta (Colombia)
Este trabajo tuvo como objetivo analizar los efectos ocasionados por el desabastecimiento o insuficiencia en el suministro de agua potable en la actividad turística de un territorio costero, tomando como caso de estudio...
Cournot-Nash Equilibrium and Perfect Competition in the Solow-Uzawa Growth Model
The purpose of this study is to contribute to economic growth theory by introducing Cournot competition into the Solow-Uzawa neoclassical growth model with Zhang’s concept of disposable income and utility function. The S...
Designing an Instrument to Measure the Success Factors of Food and Beverage Franchises: Case Study
Franchising, a business model that has grown in importance over the years, has become an option to promote investments. However, more information about this management model is necessary for it to produce better results,...