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Abstract

The purpose of this paper is to research how influencer source credibility and parasocial relationships might affect purchase intention in the fashion live-streaming industry. Vietnamese target consumers range in age from 18 to 35 years old. The study concentrates on three elements of source credibility on purchase intention: attractiveness, trustworthiness, expertise, and the mediating function of parasocial relationships. Data were gathered from 297 respondents via an online questionnaire; of these, 25 were invalid responses, and 272 were legitimate responses. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to data analysis. Research findings reveal that purchase intention is positively influenced by the attractiveness, trustworthiness, and expertise of influencers. Concurrently, parasocial relationships serve as a mediator for influencers' perceived attractiveness, expertise, and customer intention to purchase. Nonetheless, influencers' perceived trustworthiness and purchasing intentions are unaffected by the mediating function of parasocial relationships. The mediating function of parasocial relationships emphasizes the significance of the close connection between audiences and influencers. The study also addresses the actual implications and limitations of the subject.