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

• Material Type: 記事
• Title: 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
• Author Heading: 髙橋 広行; https://ci.nii.ac.jp/author/DA17284059; 厳 瑞丹
• Publication Date: 2025-06-30
• Publication Date (W3CDTF): 2025-06-30
• Alternative Title: The Impact on Product Attitudes and Product Referrals
• Periodical title: Japan Marketing Journal
• No. or year of volume/issue: 45 3
• Volume: 45
• Issue: 3
• Pages: 218-226
• Publication date of volume/issue (W3CDTF): 2025-06-30
• ISSN (Periodical Title): 03897265
• Publication (Periodical Title): Japan Marketing Academy
• Text Language Code: en
• Subject Heading: 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
• Target Audience: 一般
• DOI: 10.7222/marketing.2025.032; https://doi.org/10.7222/marketing.2025.032
• Related Material (URI): https://www.jstage.jst.go.jp/article/marketing/45/3/45_2025.032/_pdf
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• Data Provider (Database): 国立情報学研究所 : CiNii Research; https://cir.nii.ac.jp/
• Original Data Provider (Database): Japan Link Center; https://japanlinkcenter.org/top; Crossref; https://www.crossref.org

• Summary, etc.: <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
• Access Restrictions: インターネット公開
• Data Provider (Database): 科学技術振興機構 : J-STAGE; http://www.jstage.jst.go.jp