To read this content please select one of the options below:

Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism

Chunlin Yuan (Business Management Institute, Henan University, Kaifeng, China)
Shuman Wang (Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai, China)
Yue Liu (Business School of Henan University, Henan University, Kaifeng, China)
Jenny Weichen Ma (Department of Marketing, Events and Tourism, Faculty of Business, University of Greenwich, London, UK)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 7 March 2022

Issue publication date: 9 February 2023

1857

Abstract

Purpose

This paper explores the driving factors of parasocial relationship (PSR) in the virtual reality (VR) shopping environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity endorser dynamism (CED) in the relationship between PSR and its antecedents.

Design/methodology/approach

The primary data collection tool is a survey administered to Chinese consumers (n = 531) who have experienced the products of UNIQLO brand on Taobao Buy + platform, and who had a PSR with the endorser in their VR shopping process. Structural equation modeling is employed to examine the hypothesized relationships among all variables.

Findings

The findings show that VR shopping factors (i.e. physical attractiveness, social presence and technology novelty) perceived by consumers to affect PSR, and this relationship and brand equity are positively associated, while CED moderates the relationship between PSR and its antecedents.

Originality/value

This study sheds light on how PSR in the VR shopping environment can improve brand equity. It contributes to the theory of PSR and persuasion as well as marketing strategies. From a managerial perspective, guidelines are provided for firms to implement value communication activities using VR, and to increase their brand equity.

Keywords

Acknowledgements

This research is supported by the National Natural Science Foundation of China (Grant No. 72172044 and 71702049) and the China Postdoctoral Science Foundation Grant (Grant No. 2021T140178).

Citation

Yuan, C., Wang, S., Liu, Y. and Ma, J.W. (2023), "Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 2, pp. 398-413. https://doi.org/10.1108/APJML-06-2021-0402

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles