A Study on Parasocial Interaction and Brand Preference to Use Video Application Among Students in Universities in Old City Area of Chengdu, China
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Purpose: This study examines the factors impacting university students’ parasocial interaction and brand preference for video applications in Chengdu, China. Seven variables were suggested, including parasocial interaction, entertainment motive, perceived interactivity, self-disclosure, task attraction, physical attraction, and brand preference, and six hypotheses among their casual relationships. Research Design, Data, and Methodology: The quantitative method was used in the study via a distribution questionnaire. The survey participants are 500 students from 2 universities in Chengdu’s Old City Area who are avid users of the Bilibili application. The method of Analysis utilized Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to validate the goodness of fit and confirm the hypotheses testing. Results: The hypotheses regarding the impact of perceived interactivity, self-disclosure, task attraction, and parasocial interaction on brand preference were all supported, influencing brand preference. However, Old City did not support the impact of entertainment motive and physical attraction on parasocial interaction. This suggests that in Old City, these factors may not significantly influence parasocial interaction and subsequent brand preference. Conclusions: This research may offer advice and guidance to developers of video platforms, video creators of Bilibili, and university students majoring in related fields.
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