インフルエンサーと消費者とのパラソーシャル関係が製品の態度と推奨意向に及ぼす影響

• 資料種別: 記事
• タイトル: インフルエンサーと消費者とのパラソーシャル関係が製品の態度と推奨意向に及ぼす影響
• 著者標目: 髙橋 広行; https://ci.nii.ac.jp/author/DA17284059; 厳 瑞丹
• 出版年月日等: 2025-06-30
• 出版年（W3CDTF）: 2025-06-30
• 並列タイトル等: The Impact on Product Attitudes and Product Referrals
• タイトル（掲載誌）: Japan Marketing Journal
• 巻号年月日等（掲載誌）: 45 3
• 掲載巻: 45
• 掲載号: 3
• 掲載ページ: 218-226
• 掲載年月日（W3CDTF）: 2025-06-30
• ISSN（掲載誌）: 03897265
• 出版事項（掲載誌）: Japan Marketing Academy
• 本文の言語コード: en
• 件名標目: Brand; Credibility; Social comparison theory; Envy; Social media; ブランド; 信憑性; 社会比較理論; 羨み; ソーシャル・メディア
• 対象利用者: 一般
• DOI: 10.7222/marketing.2025.032; https://doi.org/10.7222/marketing.2025.032
• 関連情報（URI）: https://www.jstage.jst.go.jp/article/marketing/45/3/45_2025.032/_pdf
• 参照: Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude; https://cir.nii.ac.jp/crid/1360011146389910528; The measurement of interpersonal attraction; https://cir.nii.ac.jp/crid/1360013170169296128; Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge; https://cir.nii.ac.jp/crid/1360013170534953216; Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement; https://cir.nii.ac.jp/crid/1360013170934437504; The effect of social media communication on consumer perceptions of brands; https://cir.nii.ac.jp/crid/1360016868402853760; Scales for the measurement of ethos; https://cir.nii.ac.jp/crid/1360023718658286720; Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs; https://cir.nii.ac.jp/crid/1360023718877609984; Understanding influencer marketing: The role of congruence between influencers, products and consumers; https://cir.nii.ac.jp/crid/1360302870438459392; Explaining Females’ Envy Toward Social Media Influencers; https://cir.nii.ac.jp/crid/1360302870439489920; Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure; https://cir.nii.ac.jp/crid/1360305194604636288; YouTube vloggers' influence on consumer luxury brand perceptions and intentions; https://cir.nii.ac.jp/crid/1360576120681689600; The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic; https://cir.nii.ac.jp/crid/1360576120761905664; Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions; https://cir.nii.ac.jp/crid/1360576120767683328; Unveiling the effect of benign and malicious envy toward social media influencers on brand choice; https://cir.nii.ac.jp/crid/1360586668145437568; “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy; https://cir.nii.ac.jp/crid/1360586668195571584; Credibility of a peer endorser and advertising effectiveness; https://cir.nii.ac.jp/crid/1360586669639001344; Fire incidence in metropolitan areas: A comparative study of Brisbane (Australia) and Cardiff (United Kingdom); https://cir.nii.ac.jp/crid/1360586669724705024; Dispositional Envy Revisited; https://cir.nii.ac.jp/crid/1360855568724295936; The contribution of studies of source credibility to a theory of interpersonal trust in the communication process.; https://cir.nii.ac.jp/crid/1360855569289895296; Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process; https://cir.nii.ac.jp/crid/1360855570885049216; Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users; https://cir.nii.ac.jp/crid/1360857595464004096; Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media; https://cir.nii.ac.jp/crid/1360857595817314944; Mass Communication and Para-Social Interaction; https://cir.nii.ac.jp/crid/1360857597499361664; Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model; https://cir.nii.ac.jp/crid/1360861712190384768; I Like What She’s #Endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type; https://cir.nii.ac.jp/crid/1360868142523383552; Factors Driving Social Media Engagement on Instagram: Evidence from an Emerging Market; https://cir.nii.ac.jp/crid/1360868142908325632; Social Media Envy: How Experience Sharing on Social Networking Sites Drives Millennials’ Aspirational Tourism Consumption; https://cir.nii.ac.jp/crid/1360868144821438592; Parasocial relationship effects on customer equity in the social media context; https://cir.nii.ac.jp/crid/1361137044375823616; Comprehending envy.; https://cir.nii.ac.jp/crid/1361137044781367680; The Influence of Source Credibility on Communication Effectiveness; https://cir.nii.ac.jp/crid/1361137046021732864; On the Evaluation of Structural Equation Models; https://cir.nii.ac.jp/crid/1361699995515206656; Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions; https://cir.nii.ac.jp/crid/1361699995960936064; Leveling up and down: The experiences of benign and malicious envy.; https://cir.nii.ac.jp/crid/1363388844165640576; Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness; https://cir.nii.ac.jp/crid/1363951795754666624
• 連携機関・データベース: 国立情報学研究所 : CiNii Research; https://cir.nii.ac.jp/
• 提供元機関・データベース: Japan Link Center; https://japanlinkcenter.org/top; Crossref; https://www.crossref.org

• 要約等: <p>This study examines the impact of one-to-many parasocial relationships between social media influencers and consumers on product attitudes and referrals using social comparison theory. Focusing on beauty and fashion social media influencers on YouTube, this study employs a structural equation model to test how influencer credibility and the psychological dimensions of consumer envy affect product attitudes and referrals through parasocial relationships. The results of analyzing 120 samples of response data confirmed the validity of the components of influencer credibility, which include 5 factors (trustworthiness, expertise, social attractiveness, physical attractiveness, and homophily). Influencer credibility and envy were observed to positively influence product attitudes and referrals while enhancing parasocial relationships with consumers. In particular, trustworthiness, social attractiveness, and homophily strongly influence parasocial relationships. This study contributes to the literature by developing a comprehensive model of the parasocial relationships between influencers and consumers and their impact on product attitudes and referrals.</p>; <p>本研究は，社会的比較理論を基本におきながら，ソーシャルメディア・インフルエンサーと視聴者との1対多数のパラソーシャルな関係が，製品態度や推奨意向に与える影響について検証したものである。YouTubeにおけるビューティー・ファッション系のソーシャルメディア・インフルエンサーを対象に，インフルエンサーの信憑性と，消費者の心理的側面である羨みが，パラソーシャルな関係性を通じて，製品態度と推奨意向にどのように影響するのかを構造方程式モデルで検証した。120サンプルの回答データを分析した結果，インフルエンサーの信憑性（信頼性・専門性・社会的魅力・身体的魅力・同一性）の構成要素の妥当性が確認され，インフルエンサーの信憑性や羨みが消費者とのパラソーシャル関係を高めながら，製品態度や推奨意向に正の影響を与えることが明らかになった。特に，信憑性の信頼性，社会的魅力，同一性などの要素がパラソーシャル関係に強い影響を与えていた。本研究の貢献は，社会比較理論に焦点を当てながら，インフルエンサーと消費者のパラソーシャル関係を包括モデルとして設計し，製品態度や推奨意向に与える影響を明らかにした点である。</p>
• DOI: 10.7222/marketing.2025.032
• オンライン閲覧公開範囲: インターネット公開
• 連携機関・データベース: 科学技術振興機構 : J-STAGE; http://www.jstage.jst.go.jp