| dc.description.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. | en_US |
| dc.subject | : Parasocial relationships, Attractiveness, Trustworthiness, Expertise, Purchase intentions, Influencers, Livestreaming, Fashion Industry | en_US |
