The Role of Parasocial Relationships, Congruence and Source Credibility in Indonesia: A Study on Tiktok Live Streaming Commerce in the Cosmetics Industry

IF 1.6 Q3 BUSINESS, FINANCE

Australasian Accounting Business and Finance Journal Pub Date : 2023-01-01 DOI:10.14453/aabfj.v17i5.05

Caroline Lawrence, Bryna Meivitawanli

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引用次数: 0

Abstract

This study aimed to investigate how parasocial relationships, congruence, and source credibility influence purchase intention in TikTok Live Streaming commerce for cosmetics among Indonesian Generation Z users. Data was collected from 270 respondents through an online questionnaire, and validity and reliability tests were conducted. The data were analyzed using Structural Equation Modeling (SEM-PLS). Results showed that celebrity endorsers' attractiveness, trustworthiness, and expertise positively impact purchase intention. Parasocial relationship mediated the connection between celebrity characteristics and purchase intention. Moreover, celebrity-product congruence positively influenced endorsers' perceived credibility and mediated the relationship with purchase intention. The findings emphasize the importance of celebrity attractiveness, trustworthiness, and expertise in shaping purchase intention. The mediating role of parasocial relationships highlights the significance of strong celebrity-audience connections. Additionally, celebrity-product congruence enhances endorsers' credibility and positively influences purchase intention. These insights assist brands and marketers in optimizing influencer marketing strategies on TikTok, fostering engagement and driving purchase behavior.

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副社会关系、一致性和来源可信度在印度尼西亚的作用:化妆品行业Tiktok直播商业研究

本研究旨在调查副社会关系、一致性和来源可信度如何影响印尼Z世代用户在TikTok直播商务中购买化妆品的意愿。通过在线问卷收集了270名受访者的数据，并进行了效度和信度测试。采用结构方程模型(SEM-PLS)对数据进行分析。结果显示，明星代言人的吸引力、可信度和专业知识正向影响购买意愿。副社会关系在名人特征与购买意愿之间起中介作用。此外，名人产品一致性正向影响代言人的感知可信度，并中介与购买意愿的关系。研究结果强调了名人的吸引力、可信度和专业知识在塑造购买意愿方面的重要性。准社会关系的中介作用突出了强名人与观众联系的重要性。此外，名人与产品的一致性提高了代言人的可信度，并正向影响购买意愿。这些见解有助于品牌和营销人员优化TikTok上的网红营销策略，促进参与度和推动购买行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Accounting Business and Finance Journal BUSINESS, FINANCE-

CiteScore

3.90

自引率

15.80%

发文量

审稿时长

24 weeks

期刊介绍： The Australasian Accounting, Business and Finance Journal is a double blind peer reviewed academic journal. The main focus of our journal is to encourage research from areas of social and environmental critique, exploration and innovation as well as from more traditional areas of accounting, finance, financial planning and banking research. There are no fees or charges associated with submitting to or publishing in this journal.