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The Role of Parasocial Interaction on Consumers’ Intention to Purchase Beauty Products

El papel de la interacción parasocial en la intención de los consumidores de comprar productos de belleza

dc.creatorPurnamaningsih, Purnamaningsih
dc.creatorRizkalla, Nosica
dc.date2020-07-30
dc.date.accessioned2021-03-18T21:12:58Z
dc.date.available2021-03-18T21:12:58Z
dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1617
dc.identifier10.22430/24223182.1617
dc.identifier.urihttp://test.repositoriodigital.com:8080/handle/123456789/11959
dc.descriptionBeauty 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.en-US
dc.descriptionLos productos de belleza se han convertido en uno de los productos de primera necesidad de las mujeres en Indonesia, lo que ha generado un aumento en la búsqueda de información sobre dichos productos a través de una variedad de medios tales como YouTube—uno de los más visitados a la hora de buscar reseñas sobre cosméticos. Esto ha fomentado la aparición de vloggers de belleza quienes son, hoy en día, una de las fuentes preferidas para buscar referencias sobre productos de belleza. Sin embargo, la relación entre suscriptores y dichos gurús no ha logrado persuadir de manera óptima a los suscriptores para que compren los productos de belleza que han sido reseñados. Por lo tanto, el propósito de esta investigación es analizar cómo influye la interacción parasocial en la intención de compra de los suscriptores y cuáles son sus implicaciones. Para esto, proponemos cuatro hipótesis. Además, los datos se analizan mediante modelos de ecuaciones estructurales. Los resultados de esta investigación indican que el atractivo físico y la homofilia tienen un impacto en la interacción parasocial y, a largo plazo, inciden en la intención de compra. Sin embargo, no se reconoce que el atractivo social influya en la interacción parasocial.es-ES
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dc.languageeng
dc.publisherInstituto Tecnológico Metropolitano - ITMes-ES
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1617/1655
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1617/1654
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dc.rightsDerechos de autor 2020 Instituto Tecnológico Metropolitanoes-ES
dc.rightshttp://creativecommons.org/licenses/by-nc-sa/4.0es-ES
dc.sourceRevista CEA; Vol. 6 No. 12 (2020); 13-27en-US
dc.sourceRevista CEA; Vol. 6 Núm. 12 (2020); 13-27es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectParasocial interactionen-US
dc.subjectpurchase intentionen-US
dc.subjectsocial mediaen-US
dc.subjectsocial attractivenessen-US
dc.subjectphysical attractivenessen-US
dc.subjectinteracción parasociales-ES
dc.subjectintención de compraes-ES
dc.subjectredes socialeses-ES
dc.subjectatractivo sociales-ES
dc.subjectatractivo físicoes-ES
dc.titleThe Role of Parasocial Interaction on Consumers’ Intention to Purchase Beauty Productsen-US
dc.titleEl papel de la interacción parasocial en la intención de los consumidores de comprar productos de bellezaes-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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