The Impact of VTubers and Streamers on the Purchase Intention of Otaku and Non-Otaku Respondents: A Comparative Study

IF 2.5 3区心理学 Q2 PSYCHOLOGY, SOCIAL

Basic and Applied Social Psychology Pub Date : 2023-05-04 DOI:10.1080/01973533.2023.2208246

Smith Boonchutima, Apinya Surakanon

引用次数: 0

Abstract

Abstract This study aims to examine the impact of two types of influencers, VTubers and streamers, on the purchase intention of Otaku and non-Otaku respondents. A quantitative approach using an online survey was conducted among Thai respondents (N = 686) to assess the influence of expertise, attractiveness, and trustworthiness on their purchase intention induced by VTubers and streamers. The results indicate that expertise, attractiveness, and trustworthiness are significant predictors of purchase intention for both types of influencers. However, the impact of these predictors varies depending on the type of influencer and respondent. The findings contribute to the literature on influencer marketing, source credibility, and Otaku subculture and have implications for marketers and content creators in the influencer marketing industry.

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VTubers和streamer对御宅族和非御宅族受访者购买意愿的影响:一个比较研究

摘要本研究旨在考察两类网红(VTubers和streamer)对御宅族和非御宅族受访者购买意愿的影响。在泰国受访者(N = 686)中进行了一项定量的在线调查，以评估专业知识、吸引力和可信度对VTubers和streamer诱导的购买意愿的影响。结果表明，专业知识、吸引力和可信度是两类影响者购买意愿的显著预测因子。然而，这些预测因素的影响取决于影响者和受访者的类型。这一发现有助于研究网红营销、信息源可信度和御宅亚文化，并对网红营销行业的营销人员和内容创作者有启示。

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

Basic and Applied Social Psychology PSYCHOLOGY, SOCIAL-

CiteScore

4.50

自引率

12.50%

发文量

期刊介绍： Basic and Applied Social Psychology (BASP) emphasizes the publication of outstanding research articles, but also considers literature reviews, criticism, and methodological or theoretical statements spanning the entire range of social psychological issues. The journal will publish basic work in areas of social psychology that can be applied to societal problems, as well as direct application of social psychology to such problems. The journal provides a venue for a broad range of specialty areas, including research on legal and political issues, environmental influences on behavior, organizations, aging, medical and health-related outcomes, sexuality, education and learning, the effects of mass media, gender issues, and population problems.