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All Journal Emerging Science Journal
Tripopsakul, Suchart
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Environmental Science

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Influencer Credibility, Parasocial Relationships, and Product Involvement in Purchase Intentions Tripopsakul, Suchart; Hoonsopon, Danupol
Emerging Science Journal Vol. 9 No. 4 (2025): August
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2025-09-04-021

Abstract

The increasing influence of social media influencers (SMIs) on consumer purchase intentions has become a crucial topic in marketing research, particularly in understanding the mechanisms that drive this effect. This study examines how SMI credibility—defined by trustworthiness, expertise, and attractiveness—affects consumer purchase intentions through the mediating role of parasocial relationships (PSRs) and the moderating role of product involvement. A survey of 205 Thai social media users was conducted, and data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that SMI credibility positively impacts purchase intentions and strengthens PSRs, which partially mediate this relationship. Moreover, the moderating role of product involvement uncovers a conditional mediation effect: PSRs have a stronger influence on purchase intentions for low-involvement products, where emotional appeals are more effective than rational evaluations. In contrast, for high-involvement products, consumers prioritize cognitive processing and influencer expertise, weakening the impact of PSRs. This research enhances influencer marketing literature by incorporating emotional and cognitive pathways within a mediated-moderated framework. Practically, it highlights the importance of aligning influencer strategies with product involvement, recommending emotionally engaging influencers for low-involvement products and credibility-driven influencers for high-involvement products to maximize marketing effectiveness.
Understanding Food Delivery Mobile Application Technology Adoption: A UTAUT Model Integrating Perceived Fear of COVID-19 Puriwat, Wilert; Tripopsakul, Suchart
Emerging Science Journal Vol. 5 (2021): Special Issue "COVID-19: Emerging Research"
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/esj-2021-SPER-08

Abstract

The COVID-19 pandemic has changed people's lifestyles and catalysed digital platform adoption, including within the context of the food delivery business. During the COVID-19 pandemic, food delivery mobile applications gained numerous new users, with the industry being one of the few domains to have leveraged the pandemic's outbreak. This study investigates the factors that have influenced the adoption of food delivery mobile application technology during the pandemic in Thailand. The research model was adopted from the Unified Theory of Acceptance and Use of Technology (UTAUT) model, integrating perceived fear of COVID-19. Empirical research was conducted using data from 223 food delivery mobile application users in Thailand, with Structural Equation Modelling used to validate the model and analyse the hypotheses. The results indicate that the intention to use food delivery applications was significantly influenced by social influence, performance expectancy, effort expectancy, and perceived fear. Facilitating conditions significantly impacted actual usage behaviour, with moderating results revealing a stronger influence on behaviour intention of perceived fear of COVID-19 among females than males and among younger respondents than older respondents. The variance explained by the modified UTAUT model for intention to adopt food delivery mobile application technology was found to be 59.4%. This research makes a significant contribution to the literature in terms of validating a theory-driven framework that emphasizes the factors which impact the adoption of food delivery mobile application technology in the context of the COVID-19 pandemic. Doi: 10.28991/esj-2021-SPER-08 Full Text: PDF
Co-Authors Hoonsopon, Danupol Puriwat, Wilert