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All Journal JURNAL PENDIDIKAN TAMBUSAI YUME : Journal of Management JCRS (Journal of Community Research and Service) Jurnal Manajemen dan Bisnis Economics and Digital Business Review Jurnal Manajemen dan Bisnis Indo-MathEdu Intellectuals Journal Proceeding International Seminar of Islamic Studies Jurnal Fokus Manajemen Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Proceeding Of International Conference On Education, Society And Humanity Jurnal Ekonomi, Manajemen, Akuntansi
Yanti, Eli Delvi
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Religion Arts Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Journal : YUME : Journal of Management

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The Effect of Content Creator Attributes on Purchase Intention in Live Commerce: The Mediating Roles of Perceived Authenticity and Parasocial Interaction Sanny, Annisa; Yanti, Eli Delvi; Muda, Iskandar
YUME : Journal of Management Vol 8, No 3 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i3.10421

Abstract

Live commerce is increasingly widespread in Indonesia, yet the psychological mechanisms that convert viewers into buyers remain underexplored. This study examines how content creator attributes expertise, trustworthiness, attractiveness, brand–creator fit, and responsiveness—affect purchase intention through the serial mediation of perceived authenticity and parasocial interaction. A survey was conducted among live-commerce users in Medan with sampling 278 respondent using purposive sampling. Data were analyzed using two-stage PLS-SEM with bootstrap. The measurement model met reliability and validity thresholds loadings 0.77–0.86; α and CR ≥ 0.80; AVE ≥ 0.50; HTMT < 0.85. Results show that content creator attributes significantly influence perceived authenticity β = 0.583; p < 0.001; perceived authenticity influences parasocial interaction β = 0.517; p < 0.001; and parasocial interaction influences purchase intention β = 0.468; p < 0.001. There is also a significant indirect effect of content creator attributes on purchase intention through perceived authenticity and parasocial interaction β = 0.141; p < 0.001. Explanatory power is moderate R² authenticity = 0.34; R² parasocial = 0.27; R² purchase intention = 0.22; all Q² > 0. The findings formalize a mechanism in which authenticity fosters closeness and, in turn, raises purchase intention, offering actionable guidance for curating creators and designing responsive, transparent live sessions
Co-Authors ,, Erwansyah Ambarita, Margaretha Ardian, Noni Ario, Firman Damaitista, Laura Fadillah, M. Iqbal Febrianty, Debby Hasibuan, Ratna Sari Irawadi Iskandar Muda Ismail, Khalisa Umaira Istiqamah, Nuraini Kemalasari Macia Sari, Maya Muftiha, Keisa Adisti Muhammad Luthfi Muhammad Yalzamul Insan Nabila, Salsa Nadhilah, Nadra Nainggolan, Yusni Juni Arta Nasution, Irfan Hafiz Ninda, Via Vio Nurmala Nurmala Pramudya, Alvino Diaz Pratama , Siswa Putri, Artika Rajali, Muhamad Ramadiah, Aisyah Rejekina, Tiara Seri Rony, Zahara Tussoleha Safira, Alya Diva Sanny, Annisa Sari, Maya Macia Sari, Wahyu Indah Sasmita, Vina Sebayang, Saimara Suci Oktavia, Suci Syahputra, Luthfi Nanda Trengginas, Satriodimas Lantip Waruwu , Ahmad Aswan Zendrato, Aprilia