The Effect Of Parasocial Relationships, Influencer Attributes, Quality Uncertainty And Product Suitability On Impulse Buying In Live Streaming Influencer Willie Salim
Keywords:
parasocial relationship, perceived product quality uncertainty, perceived product fit uncertainty, impulsive buying, live streaming
Abstract
The development of digital technology and social media has transformed the way consumers make purchasing transactions, particularly through live streaming, which enables direct interaction between influencers and audiences. This condition encourages the formation of parasocial relationships that can influence impulsive purchasing behavior. Amid increasingly competitive digital marketing, understanding the factors that influence impulse buying is important for businesses and influencers. This study aims to examine the effects of attractiveness, trust, interactivity, and self-disclosure on parasocial relationships, as well as the effects of parasocial relationships on product quality uncertainty, product fit uncertainty, and impulse buying. It also examines the effects of product quality uncertainty and product fit uncertainty on impulse buying in the context of influencer Willie Salim's live streaming. This study employed a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The sample was selected using purposive sampling, involving 300 respondents who were followers and viewers of Willie Salim's live streaming. The results show that attractiveness, trust, interactivity, and self-disclosure have positive and significant effects on parasocial relationships. Furthermore, parasocial relationships have negative and significant effects on product quality uncertainty and product fit uncertainty, while having a positive and significant effect on impulse buying. Product quality uncertainty and product fit uncertainty also have negative and significant effects on impulse buying. Thus, all hypotheses (H1–H9) are supported. These findings indicate that parasocial relationships formed through interactions with influencers not only increase consumers' tendency to engage in impulse buying but also reduce uncertainty regarding product quality and product fit, which subsequently contributes to impulse buying behavior in the context of live streaming.
References
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Lu, Y., Liu, X., Hu, Y., & Zhu, C. (2023). Influence of livestreamers’ intimate self-disclosure on tourist responses: The lens of parasocial interaction theory. Journal of Hospitality and Tourism Management, 57, 170–178. https://doi.org/10.1016/j.jhtm.2023.09.008
Ma, X., Aw, E., C.-X., & Filieri, R. (2024). From screen to cart: how influencers drive impulsive buying in livestreaming commerce? Journal of Research in Interactive Marketing, 18(6), 1034–1058. https://doi.org/10.1108/JRIM-05-2023-0142
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Mubarak, N., Kusumawati, A., & Raharjo, K. (2021). Menggali peran digital fitness influencer terhadap parasocial interaction dan fan citizenship behaviour. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 764–790. https://doi.org/10.25139/jsk.v5i3.3633
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Awawdeh, E., Alhassan, R., & Alalya, A. (2024). The impact of fostering parasocial relationship between influencing entrepreneurs and social media followers on the brand image and the purchase intentions of start-up companies. 473, 433–445. https://doi.org/10.1007/978-3-031-56121-4_41
Chaudhary, M. (2025). Impulse Buying Behavior In Digital Age: A Psychological Perspective. International Journal of Consumer Studies Volume, 49(3).
Chen, C.-P. (2025). YouTube influencer marketing through parasocial interaction: a dyadic perspective. Journal of Research in Interactive Marketing, 19(3), 460–481. https://www.emerald.com/jrim/article/19/3/460/1239192
Chung, J. (2020). Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing. Sustainability, 12(14), 5653. https://doi.org/10.3390/su12145653
Collingwood, S. (2016). Study: Influencer marketing yields 16x better ROI than digital marketing, proving ROI of influencer marketing. The Carusele Influencer Marketing Blog. https://blog.carusele.com/new-study-proves-roi-of-influencer-marketing
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures. Human Communication Research, 2(1), 21–44. https://doi.org/10.1111/hcre.12063
Dinesha, P. K. C. (2022). Understanding Impulse Buying Behaviour: A Systematic Literature Review. Proceedings of International Conference on Business Management, 18. https://doi.org/10.31357/icbm.v18.5877
Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2023). Influencers’ “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology & Marketing, 40(2), 347–364. https://doi.org/10.1002/mar.21729
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). An Introduction to Structural Equation Modeling. Springer.
Hapsari, D. K., Manalu, S. R., & Rahmiaji, L. R. (2022). Memahami motivasi, bentuk interaksi, dan manfaat bagi follower dalam mengikuti micro-influencer di media sosial Instagram. Interaksi Online, 11(1), 367–386. https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/37287
Hsu, L.-C., & Hu, S.-Y. (2024). Antecedents and consequences of the trust transfer effect on social commerce: The moderating role of customer engagement. Current Psychology, 43(5), 4040–4061. https://doi.org/10.1007/s12144-023-04634-w
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: A meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384–404. https://doi.org/10.1007/s11747-019-00670-w
Jha, M., Kemper, J., & Brettel, M. (2019). Product uncertainty in online markets: the influence of situational factors and individual characteristics on purchase decision reversal. Proceedings of the Annual Hawaii International Conference on System Sciences, 2019-January, 6418–6427. https://aisel.aisnet.org/hicss-52/os/practice-based_research/5/
Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803–814. https://doi.org/10.1108/JPBM-02-2019-2280
Kandasamy, I., Kandasamy, W. V., Obbineni, J. M., & Smarandache, F. (2020). Indeterminate Likert scale: feedback based on neutrosophy, its distance measures and clustering algorithm. Soft Computing, 24(10), 7459-7468. https://doi.org/10.1007/s00500-019-04372-x
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters, 27(3), 553–567. https://doi.org/10.1007/s11002-015-9363-0
Kim, H. (2022). Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram. International Journal of Advertising, 41(3), 414–434. https://www.tandfonline.com/doi/abs/10.1080/02650487.2021.1886477
Kim, J., & Song, H. (2016). Celebrity’s self-disclosure on Twitter and parasocial relationships: A mediating role of social presence. Computers in Human Behavior, 62, 570–577. https://doi.org/10.1016/j.chb.2016.03.083
Kumar, N. (2025). 30+ influencer marketing statistics of 2025 (Updated). DemandSage. https://www.demandsage.com/influencer-marketing-stats/
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226–251. https://doi.org/10.1007/s11747-021-00829-4
Li, J., Hosain, M. S., & Zaman, F. U. (2025). Parasocial relationship, brand attitude, and purchase intention: A dual mediation model. Journal of Relationship Marketing, 1–45. https://doi.org/10.1080/15332667.2025.2471517
Lu, Y., Liu, X., Hu, Y., & Zhu, C. (2023). Influence of livestreamers’ intimate self-disclosure on tourist responses: The lens of parasocial interaction theory. Journal of Hospitality and Tourism Management, 57, 170–178. https://doi.org/10.1016/j.jhtm.2023.09.008
Ma, X., Aw, E., C.-X., & Filieri, R. (2024). From screen to cart: how influencers drive impulsive buying in livestreaming commerce? Journal of Research in Interactive Marketing, 18(6), 1034–1058. https://doi.org/10.1108/JRIM-05-2023-0142
Maharani, Y. (2025). Pengaruh Influencer Marketing dan Content Marketing terhadap Purchase Decision dengan Brand Awareness dan Perceived Value sebagai Variabel Mediasi. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 5(1), 382–395. https://doi.org/10.37481/jmeb.v5i1.1206
Matt, C., & Hess, T. (2016). Product fit uncertainty and its effects on vendor choice: An experimental study. Electronic Markets, 26(1), 83–93. https://doi.org/10.1007/s12525-015-0200-8
Merritt, K., & Zhao, S. (2022). The power of live stream commerce: A case study of how live stream commerce can be utilised in the traditional British retailing sector. Journal of Open Innovation: Technology, Market, and Complexity, 8(2), 71. https://doi.org/10.3390/joitmc8020071
Mubarak, N., Kusumawati, A., & Raharjo, K. (2021). Menggali peran digital fitness influencer terhadap parasocial interaction dan fan citizenship behaviour. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 764–790. https://doi.org/10.25139/jsk.v5i3.3633
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11), e32168. https://doi.org/10.1016/j.heliyon.2024.e32168
Pramesti, A. N., & Abdillah, R. F. (2024). Dampak rating dan ulasan konsumen terhadap keputusan pembelian di e-commerce. Prosiding Seminar Nasional Amikom Surakarta, 2, 1480–1494. https://proceeding.amikomsolo.ac.id/index.php/semnas/article/view/401
Pratama, C. S. (2021). Pengaruh daya tarik fisik dan sosial, sikap homofili, terhadap interaksi parasosial dan niat beli pada influencer Fadil Jaidi. (Skripsi, Universitas Atma Jaya Yogyakarta).
Putra, R. W., & Rachmawati, I. (2023). Pengaruh Karakteristik Akun Social Media Influencer terhadap Niat untuk Mengikuti Akun dan Saran pada Media Sosial TikTok. Jurnal Ilmiah Global Education, 4(3), 1757–1770. https://doi.org/10.55681/jige.v4i3.1236
Qahtan, S., Alsattar, H. A., Zaidan, A. A., Deveci, M., Pamucar, D., & Martinez, L. (2023). A comparative study of evaluating and benchmarking sign language recognition system-based wearable sensory devices using a single fuzzy set. Knowledge-Based Systems, 269, 110519. https://doi.org/10.1016/j.knosys.2023.110519
Rahmaningrum, A., Koswara, I., & Fuady, I. (2024). Pengaruh visualisasi influencer dan kesesuaian kepribadian terhadap niat pembelian. Comdent: Communication Student Journal, 2(2), 456–470. https://doi.org/10.24198/comdent.v2i2.60108
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors affecting impulse buying behavior of consumers. Frontiers in Psychology, 12, Article 697080. https://doi.org/10.3389/fpsyg.2021.697080
Sajan, S., Kavalam, T. J., Baruah, R., Naik, S. J., & Mathew, A. M. (2024). Exploring parasocial relationships in committed individuals. Journal of Positive School Psychology, 8(3), 13–23. https://journalppw.com/index.php/jppw/article/download/18500/11541/23358
Samudra, A., Kurniawati, K., & Masnita, Y. (2024). Sistem teori stimulus-respon dalam kesesuaian influencer-produk dan interaksi media sosial untuk meningkatkan niat beli. Jurnal Riset Entrepreneurship, 7(2), 100–114. https://doi.org/10.30587/jre.v7i2.8098
Saniah, N. (2025). Strategi komunikasi efektif dalam meningkatkan loyalitas pelanggan pada era digital. Prosiding Seminar Nasional Teknologi Komputer Dan Sains, 3(1), 355–360. https://doi.org/10.61132/prosemnastek.v3i1.620
Sekaran, U., & Bougie, R. (2018). Research Methods For Business: A Skill Building Approach. Wiley.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.01.011
Su, B.-C., Wu, L.-W., Chang, Y.-Y.-C., & Hong, R.-H. (2021). Influencers on social media as references: Understanding the importance of parasocial relationships. Sustainability, 13(19), 10919. https://doi.org/10.3390/su131910919
Tandayong, F. A., & Palumian, Y. (2022). Peranan influencer dalam meningkatkan parasocial interaction dan purchase intention produk kostemik lokal Scarlett. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 1(2), 171–191. https://doi.org/10.24034/jimbis.v1i2.5375
Tang, J. C., Venolia, G., & Inkpen, K. M. (2016). Meerkat and Periscope: I stream, you stream, apps stream for live streams. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 4770–4780. https://doi.org/10.1145/2858036.2858374
Ulya, R., Nisak, C. L. C., Aidillah, E., & Mutmainnah, M. (2025). Kepercayaan Followers Terhadap Influencer Dinda Azzura (@ Dinzzur) dalam Mereview Produk Kecantikan Melalui Media Sosial Instagram. Jurnal Realitas Sosial, 1(1), 35–54. https://journal.risetmandiri.com/index.php/jrs/article/view/11
Wang, M., & Li, D. (2020). What motivates audience comments on live streaming platforms? PLOS ONE, 15(4), e0231255. https://doi.org/10.1371/journal.pone.0231255
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How live streaming changes shopping decisions in e-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
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Published
2026-10-12
How to Cite
Patujuh, M. A. D., & Verdy, N. K. (2026). The Effect Of Parasocial Relationships, Influencer Attributes, Quality Uncertainty And Product Suitability On Impulse Buying In Live Streaming Influencer Willie Salim. International Journal of Economics, Business and Innovation Research, 5(06), 954-976. https://doi.org/10.63922/ijebir.v5i06.6810
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