Drivers and Outcomes of Credibility and Parasocial Interaction to Purchase Intentions

Abstract

This research analyzed the effect of physical attractiveness, attitude homophily, social attractiveness, and relationship-building motives on credibility and parasocial interaction, and attitude towards brands and advertisements on purchase intention. Online questionnaires were sent to 200 respondents selected using non-probability and purposive sampling. Hypothesis testing involved Structural Equation Model (SEM) and AMOS Software. Findings showed that physical attractiveness positively affected credibility but had no positive influence on parasocial interaction. Attitude homophily positively affected credibility but had no positive influence on parasocial interaction. Social attractiveness positively affected parasocial interaction. Relationship-building motives positively affected parasocial interaction. Credibility positively affected parasocial interaction and attitudes toward brands and advertisements. However, credibility did not affect purchase intention. Parasocial interaction positively affected purchase intention. Brand attitude had no positive impact on purchase intention. Attitude towards advertisement positively affected purchase intention. We combined two similar studies to determine drivers and outcomes of credibility and parasocial interactions on purchase intentions.