The Role of Parasocial Relationships, Congruence and Source Credibility in Indonesia: A Study on Tiktok Live Streaming Commerce in the Cosmetics Industry

The Role of Parasocial Relationships, Congruence and Source Credibility in Indonesia: A Study on Tiktok Live Streaming Commerce in the Cosmetics Industry

This study aimed to investigate how parasocial relationships, congruence, and source credibility influence purchase intention in TikTok Live Streaming commerce for cosmetics among Indonesian Generation Z users. Data was collected from 270 respondents through an online questionnaire, and validity and...

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Bibliographic Details
Main Authors: Caroline Lawrence, Bryna Meivitawanli
Format: Article
Language:English
Published: University of Wollongong 2023-11-01
Series:Australasian Accounting, Business and Finance Journal
Subjects:
sdg9
sdg9.b
congruence
internet
match-up hypothesis
parasocial relationships
source credibility
tiktok live streaming
Online Access:https://ro.uow.edu.au/aabfj/vol17/iss5/5/

Internet

https://ro.uow.edu.au/aabfj/vol17/iss5/5/

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