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With the progress of the era, technology improves every day and the rapid dissemination of information have made big changes in our lives. In recent years, the popularity of YouTube has brought about a wave of creation. These people who focus on creating ideas on YouTube or documenting their lives are called "YouTubers." YouTube has not only created the emerging industry of YouTuber, but even has developed into a marketing ecosystem, creating a new type of advertising cooperation model. Well-known YouTubers who have more than one million subscribers making people trust and be more close to Youtuber. These YouTubers have great influence and become an indispensable group in the Internet age. Therefore, this study intends to explore the influencing factors of YouTuber advertising effects and the mediating effects of Parasocial interaction.
This study uses a questionnaire survey method, with people who have watched YouTuber videos as the research object. Questionnaires were collected on Facebook, Line, and Instagram. A total of 204 valid questionnaires were collected. The results of the study found that: (1) Appearance attractiveness has a significant positive effect on Parasocial interaction; (2) Social attractiveness has a significant positive effect onParasocial interaction; (3) Task attractiveness has a significant positive effect on Parasocial interaction; (4) Expertise has a significant positive effect on Parasocial interaction; (5) Reliability has a significant positive effect on Parasocial interaction; (6) Parasocial interaction has a significant positive effect on purchase intention; (7) Parasocial interaction had a mediating effect on purchase intention.
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