Key Factors Predicting Viewers’ Purchase Intentions of Beauty Vlogs in Chengdu, China
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Purpose: The purpose of this research is to examine the factors influencing consumer brand awareness and purchase intention toward beauty vloggers on Video-Sharing platforms in Chengdu, China, determined by physical attractiveness, social attractiveness, attitude homophily, para-social interaction, purchase intention, brand-user-imagery fit, and brand awareness. Research design, data, and methodology: 500 sample data were collected from the target population by distributing online and offline questionnaires. The questionnaires were distributed to university students in the top five universities in Chengdu, China, who spend at least half an hour a day watching beauty videos from Video-Sharing platforms. This research applied the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to analyze the data for the model fit and hypothesis testing. Results: The results explicated that physical attractiveness, social attractiveness, and attitude homophily have a significant impact on para-social interaction. Para-social interaction, which can influence brand-user-imagery fit, significantly impacts purchase intention, along with brand-user-imagery fit and brand awareness. Conclusions: The results support all seven hypotheses and achieves the research’s goals. Product companies and vloggers were advised to put more effort into para-social interaction and brand awareness of vlog viewers to approach more product sales performance.
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