Trust in AI Influencers and Purchase Intention for Experience Products: The Mediating Role of Parasocial Interaction
DOI:
https://doi.org/10.55737/trt/v-ii.281Keywords:
Trust in AI Influencers, Purchase Intention for Experience Products, Parasocial InteractionAbstract
This study aimed to examine the relationship between trust in AI influencers and purchase intention for experience products, with parasocial interaction as a mediator, within the cultural context of Lithuania to address the existing research gap. The study adopted a cross-sectional correlational design and a purposive sampling technique to collect data from university students aged 18 to 30 who had been using social media for the past year and had experience purchasing products or services recommended by at least one AI influencer during the past year. Standardized questionnaires were used to measure the study variables. The correlational analysis revealed significant relationships among trust in AI influencers, parasocial interaction, and purchase intention for experience products. The mediation analysis revealed a significant mediating role of parasocial interaction in the relationship between trust in AI influencers and purchase intention for experience products, as the direct effect was not significant, whereas the indirect effect remained significant. These findings highlight the importance of fostering parasocial interaction to enhance the effectiveness of AI influencer marketing. Marketers should focus on developing trustworthy and engaging AI influencers to foster consumers’ purchase intentions for experience products.
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