The influence of parasocial interaction on purchase intention using hedonistic and utilitarian behaviors

This study investigates the effects of parasocial interaction on hedonistic behavior, utilitarian behavior, and purchase intentions among TikTok users. A descriptive quantitative research approach was employed, and data from 182 respondents were collected through a questionnaire. The data were analyzed using the partial least squares (SEM-PLS) method. The findings demonstrate that parasocial interactions positively influence transparency, credibility, informativeness, and purchase intention. Specifically, parasocial interactions enhance the transparency of hedonistic values in social media marketing, leading to stronger consumer relationships. Additionally, parasocial interaction positively affects the credibility of utilitarian values, fostering consumer trust in influencers. The dimensions of credibility and informativeness in utilitarian behavior mediate the impact of parasocial interaction on purchase intention. These results highlight the significance of parasocial interaction in shaping consumer behaviors and intentions within the context of TikTok.