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Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis
Global Business Review Pub Date : 2021-05-05 , DOI: 10.1177/09721509211010358
Yadvinder Parmar 1 , Bikram Jit Singh Mann 1
Affiliation  

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.



中文翻译:

消费者与名人的超社会互动:条件过程分析

本文旨在实证研究消费者的超社会互动对名人形象与消费者购买意愿之间关系的中介影响。它旨在实证研究名人喜好在消费者的超社会互动形成中的调节作用。使用不同的名人作为刺激,开发了四种不同形式的自我管理问卷。数据收集自484位受访者。本研究采用定额和抽样抽样方法。研究结果表明,超社会互动介导了名人形象与购买意愿之间的关系。它还揭示了名人喜好的积极调节作用。这对营销人员和院士具有重要意义。

更新日期:2021-05-05
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