| 英文摘要 |
With the advancement of YouTube and live-stream media, several travel service firms seek travel YouTubers for celebrity endorsement. How to increase online interaction and behavioral responses thus becomes a challenge. Integrating source attractiveness and uses and gratification theory, this study developed an integrated model using parasocial interaction as a mediator. Targeting at fans of top 8 YouTube travel celebrities whose subscribers exceed 100,000 in Taiwan, we collected a total of 600 valid survey responses to test our model. Using structural equation modeling, the results found travel celebrities’similarity and authenticity, fans’gratification of self-presentation and social interaction increase parasocial interaction. Parasocial interaction thus leads to higher purchase intention and information pass-along behaviors. Also, for fans high in self-presentation gratification, highly authentic travel celebrities induce higher purchase intention; for fans high in social interaction gratification, the endorsement effect of highly similar travel celebrities is more substantial for video sharing behaviors. However, it is worth noticing that high similarity of travel celebrities decreased information pass-along behaviors. Marketing implications and managerial suggestions for future studies are also discussed. |
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