Parasocial Interaction, Destination Personality Fit and Consumers’ Behavioral Intentions: The Case of TV Shopping

Carol Yirong Lu*, Allan Cheng Chieh Lu

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

摘要

This study examines whether a TV shopping host’s introduction and promotion on a tourism destination could develop viewers’ parasocial interaction (PSI) with that host and thus influence viewers’ behavioral intentions on that destination. In addition, moderating effects of two factors (self-destination personality fit and host-destination personality fit) on the relationship between the TV viewers’ parasocial experience with a TV host (PSI) and the viewers’ behavioral intentions on the advertised destination are tested. Data were collected from 310 TV shopping customers in Taiwan using a self-administrated questionnaire. Simple linear regression and hierarchical regression techniques were implemented to test the proposed hypotheses. Findings indicate that PSI between a TV host and TV viewers is strongly correlated with the significant positive behavioral intentions of viewers. In addition, self-destination and host destination personality fits were both reinforcements of the positive impact that PSI has on TV viewers’ behavioral intentions. Findings and data collected from this study would yield useful practical implications for tourism marketers in terms of wisely selecting a TV host and utilizing a TV host’s parasocial interaction with audiences to increase audiences’ behavioral intention on the promoted destination.

原文英語
文章編號9476
期刊Sustainability (Switzerland)
14
發行號15
DOIs
出版狀態已發佈 - 2022 8月

ASJC Scopus subject areas

  • 電腦科學(雜項)
  • 地理、規劃與發展
  • 可再生能源、永續發展與環境
  • 建築與營造
  • 環境科學(雜項)
  • 能源工程與電力技術
  • 硬體和架構
  • 電腦網路與通信
  • 管理、監督、政策法律

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