准社会交往视角下Vlogger人际吸引力对消费者购买意愿的影响研究

A Study on the Impact of Vlogger Interpersonal Attraction on Consumer Purchase Intention from the Perspective of Parasocial Interaction

摘要: 随着自媒体平台逐渐成为商业广告投放的新阵地，Vlog以领域的高度垂直化和用户的高黏度为广告的精准投放带来新空间，但学术界对此领域的探索相对较滞后。本研究借鉴影响者营销的研究成果，引入准社会交往理论，以准社会交往关系为中介变量，产品感知质量不确定性为调节变量，探究Vlogger人际吸引力(外表吸引力、社交吸引力、任务吸引力)如何影响消费者的购买意愿。利用结构方程模型对问卷调查回收到的数据进行实证检验，结果发现：Vlogger人际吸引力会积极影响Vlogger和受众之间准社会交往关系的建立；Vlogger和受众形成的准社会交往关系会积极影响受众作为消费者对其推荐产品的购买意愿，且在Vlogger人际吸引力和受众购买意愿之间发挥中介作用；产品感知质量的不确定性作为调节变量会正向调节准社会交往关系与购买意愿之间的关系。

Abstract: As self-media platforms increasingly become new battlegrounds for commercial advertising, Vlogs offer a highly targeted and user-retentive space for precise ad placement, yet academic exploration in this area lags behind. Drawing on influencer marketing research and introducing the theory of parasocial interaction, this study examines how Vlogger interpersonal attractiveness (physical, social, and task attractiveness) affects consumer purchase intentions, with parasocial interaction as the mediating variable and perceived product quality uncertainty as the moderating variable. Using structural equation modeling to empirically test data collected from surveys, the results reveal that: Vlogger interpersonal attractiveness positively influences the establishment of parasocial interaction between Vloggers and their audience; the parasocial interaction formed positively affects the audience's purchase intentions towards the products recommended by the Vlogger, and plays a mediating role between Vlogger attractiveness and audience purchase intentions; perceived product quality uncertainty, as a moderating variable, positively moderates the relationship between parasocial interaction and purchase intentions.