Browse > Article
http://dx.doi.org/10.7236/IJASC.2021.10.4.149

Exploring the Structural Relationship among Beauty Influencers' Attractiveness and Homophily, Emotional Attachment, and Live Commerce Stickiness  

Madina, Suleimen (School of Business Administration, Graduate School, Chung-Ang University)
Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
Publication Information
International journal of advanced smart convergence / v.10, no.4, 2021 , pp. 149-157 More about this Journal
Abstract
This study aims to understand how an influencer's social and physical attractiveness, background and value homophily influences consumer's emotional attachment, which in turn causes user stickiness with regards the influencer's live commerce. We tested all proposed hypotheses among users of the online shopping platform "TaoBao". Ultimately, 297 questionnaires were collected by means of an online survey. The results revealed that social and physical attractiveness positively influence emotional attachment. Meanwhile only value homophily significantly affected emotional attachment, whereas background homophily did not significantly affect emotional attachment. Additionally, emotional attachment was found to significantly influence live commerce stickiness. We also investigated the moderation effect of perceived beauty trends of products sold on live commerce, where the results indicated that high beauty tends to have a higher effect on live commerce stickiness behavior. Lastly, theoretical and managerial implications have been offered.
Keywords
Beauty Influencer Attractiveness; Homophily; Emotional Attachment; Live Commerce Stickiness;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Yu. C, Ryu. G, Moon. S. J, and Yoo. K. Experience Type Applications by the Behavior of Food-Content Creators. International Journal of Advanced Culture Technology, Vol. 8, No. 3, pp. 247-253, 2020. DOI: 10.17703/IJACT.2020.8.3.247   DOI
2 Childers. C. C, Lemon, L. L, and Hoy, M. G. # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, Vol. 40, No. 3, pp. 258-274, Nov 2019. DOI: 10.1080/10641734.2018.1521113   DOI
3 Gifford-Smith. M, Dodge. K. A, Dishion. T. J and McCord, J. Peer influence in children and adolescents: Crossing the bridge from developmental to intervention science. Journal of Abnormal Child Psychology, Vol. 33, No. 3, pp. 255-265, Jun 2005. DOI: 10.1007/s10802-005-3563-7   DOI
4 Sokolova. K and Kefi. H. Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, Vol. 53, Mar 2020. DOI: 10.1016/j.jretconser.2019.01.011   DOI
5 Lou. C and Yuan. S. Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, Vol. 19, No. 1, pp. 58-73, Oct 2019. DOI: 10.1080/15252019.2018.1533501   DOI
6 Xiao. M, Wang. R and Chan-Olmsted. S. Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, Vol. 15, No. 3, pp. 188-213, Jul 2018. DOI: 10.1080/16522354.2018.1501146   DOI
7 Ladhari. R, Massa. E and Skandrani. H. YouTube vloggers' popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, Vol. 54, Oct 2020, DOI: j.jretconser.2019.102027
8 Li. Y, Li. X. and Cai. J. How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, Vol. 60, May 2021. DOI: j.jretconser.2021.102478
9 Ge, J, and Gretzel, U. Emoji rhetoric: a social media influencer perspective. Journal of Marketing Management, Vol. 34, No. 15-16, pp. 1272-1295, June 2018. DOI: 10.1080/0267257X.2018.1483960   DOI
10 Langlois. J. H, Kalakanis. L, Rubenstein. A. J, Larson. A. Hallam. M and Smoot. M. Maxims or myths of beauty? A meta-analytic and theoretical review. Psychological Bulletin, Vol. 126, No. 3, pp. 390-423, Mar 2000. DOI: 10.1037/0033-2909.126.3.390   DOI
11 Moraes. M. Gountas, J. Gountas. S and Sharma. P. Celebrity influences on consumer decision making: New insights and research directions. Journal of Marketing Management, Vol. 35, No. 13-14, pp. 1159-1192. May 2019. DOI: 10.1080/0267257X.2019.1632373   DOI
12 Grisaffe. D. B, and Nguyen. H. P. Antecedents of emotional attachment to brands. Journal of Business Research, Vol. 64, No. 10, pp. 1052-1059, Oct 2011. DOI: j.jbusres.2010.11.002   DOI
13 Eyal. K and Rubin. A. M. Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, Vol. 47, No. 1, pp. 77-98, Jun 2010. DOI: 10.1207/s15506878jobem4701_5   DOI
14 McCroskey. J. C, Richmond. V. P and Daly. J. A. The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, Vol. 1, No. 4, pp. 323-332, Jun 1975. DOI: 10.1111/j.1468-2958.1975.tb00281.x   DOI
15 Zhang. C, Bu. Y, Ding. Y, and Xu. J. Understanding scientific collaboration: Homophily, transitivity, and preferential attachment. Journal of the Association for Information Science and Technology, Vol. 69, No. 1, pp. 72-86, Sep 2018. DOI: 10.1002/asi.23916   DOI
16 Hu. L, Min. Q. Han, S. and Liu. Z. Understanding followers' stickiness to digital influencers: The effect of psychological responses. International Journal of Information Management, Vol. 54, 102169, Oct 2020. DOI: j.ijinfomgt.2020.102169
17 Goldsmith. R. E, and Clark. R. A. An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management: An International Journal, Vol. 12, No. 3, pp. 308-322, Jul 2008. DOI: 10.1108/13612020810889272   DOI
18 Jun. M. Kim, C. K. Han, J. Kim, M, and Kim, J. Y. Strong attachment to heroes: How does it occur and affect people's self-efficacy and ultimately quality of life?. Applied Research in Quality of Life, Vol. 11, No. 1, pp. 271-291, Oct 2016. DOI: 10.1007/s11482-014-9369-4   DOI
19 Bagozzi. R. P and Yi. Y. On the evaluation of structural equation models. Journal of the Academy of Marketing science, Vol. 16, No. 1, pp. 74-94, Feb 1988. DOI: 0092-0703/88/16-1-0074.   DOI
20 Jun. J. W and Kim. J. Measuring Attractiveness of Celebrities. Ewha Journal of Social Sciences, Vol.32, No. 2, pp.2764-2773, Aug 2016. DOI: j.jbusres.2015.11.012
21 Sanchez-Fernandez. R and Jimenez-Castillo. D. How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value. Journal of Marketing Management, Vol. 37, No.11-12, pp.1-25, Jan 2021. DOI: 10.1080/0267257X.2020.1866648   DOI
22 Lu. H. P and Lee. M. R. Demographic differences and the antecedents of blog stickiness. Online Information Review, Vol. 34, No. 1, pp. 21-38, Feb 2010. DOI: 10.1108/14684521011024100   DOI
23 Lin. J. C. C. Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, Vol. 26, No. 6, pp. 507-516, June 2007. DOI: 10.1080/01449290600740843   DOI
24 Hair. J. F, Anderson. R. E, Tatham. R. L, and Black. W. C. Factorial analysis. Multivariate Data Analysis. Fifth edition. New Jersey: Prentice Hall. 1998.
25 Fornell. C and Larcker. D. F. Structural equation models with unobservable variables and measurement error: Algebra and statistics. 1981.
26 Hughes. C, Swaminathan. V and Brooks. G. Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, Vol. 83, No. 5, pp. 78-96,Jun 2019. DOI: 10.1177/0022242919854374   DOI
27 Thakur. R, Angriawan. A and Summey. J. H. Technological opinion leadership: The role of personal innovativeness, gadget love, and technological innovativeness. Journal of Business Research, Vol. 69, No. 8, pp. 2764-2773, Feb 2016. DOI:   DOI
28 Chahal. M, 2016. Four trends that will shape media in 2016. Marketing Week. DOI: http://www.marketingweek.com/2016/01/08/four-trends-that-will-shape-media-in-2016. Accessed 02.11-2019.
29 Chaker. N.N, Walker. D, Nowlin L. E and Anaza. A.N. When and how does sales manager physical attractiveness impact credibility: A test of two competing hypotheses. Journal of Business Research, Vol. 105, pp.98-108, Dec 2019. DOI: 10.1016/j.jbusres.2019.08.004   DOI
30 Chen. Y, Lu. F and Zheng. S. A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, Vol. 12, No. 4, Dec 2020. DOI: 10.5539/ijms.v12n4p48   DOI