HOW IS THE INTERPERSONAL CHARISMA OF ONLINE BLOGGERS FORMED? A PERSPECTIVE OF THE SIMILARITY-ATTRACTION THEORY
Department of Marketing and Distribution Management,
School of Business, Xiamen Institute of Technology, China, P.R.C.,
With the vigorous development of Internet technology and influencer economy, the number of self-media and the scale of fans are continuously increasing in China. Among them, bloggers are the more prominent influencers in online self-media. Bloggers interact with their audiences in their daily lives. They release interesting and novel information or videos to attract the attention of audiences, which in turn affect their purchase intentions. This research is based on the similarity attraction theory, taking attitude, Sense of worth, personality, perception, belief, and cognition ability as the key factors to create interpersonal attraction, and using product type as the moderating factor to construct a theoretical model of influencer economy.
A total of 491 valid samples were obtained. AMOS version 18 is used as an analysis tool for testing measurements and structural models. These data enable researchers to explore influencer economic models and analyze the causal relationship between audience and blogger’s perception of similarity and purchase intentions. The test results are as follows: (a) Various similarity perception factors have a positive and significant effect on interpersonal attractiveness; (b) Interpersonal attraction has a positive and significant effect on trust; (c) Trust has a positive and significant effect on purchase intention (d) The type of product does not have a significant moderating effect between trust and purchase intention. Finally, this study points out the corresponding theoretical and managerial implications based on the data analysis results.
Key Words: Similarity-Attraction Theory, Interpersonal Attraction, Product Type, Trust, Purchase Intention