Unpacking Unboxing Video-Viewing Motivations

The Uses and Gratifications Perspective and the Mediating Role of Parasocial Interaction on Purchase Intent

Datos Bibliográficos

ID21737844
AutoresHyosun Kim (0000-0003-0679-8933, Indiana State University, autor de correspondencia)
Año2020
Volumen20
Número3
Páginas196-208
Fecha de publicación2020-09-01
Open AccessNo
TipoARTICLE
RevistaJournal of Interactive Advertising (JOURNAL)
Identificadores de la revistaISSN: 1525-2019 • E-ISSN: 1525-2019
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/15252019.2020.1828202
OpenAlexW3089831259
IdiomaEN
Citas recibidas12
Referencias citadas43

Drawing on the uses and gratifications (U&G) perspective, this study examines consumers’ YouTube unboxing video-viewing motivations and their influence on purchase intent. The results of a survey of 317 respondents showed a significant mediating role of parasocial interaction (PSI) with unboxers, suggesting that PSI influences viewers to consider buying products featured in the videos. Specifically, entertainment and interpersonal utility motivations were fully mediated by PSI to affect purchase intent; however, the information-seeking motivation was not mediated by PSI, as it instead directly affected purchase intent. The pass-time motivation was not mediated by PSI and was negatively influenced purchase intent. The findings show how unboxers can influence consumers’ decision making depending on individuals’ different motivations for watching unboxing videos. Also, through a mediation analysis, this study demonstrates the underlying mechanisms of unboxing video consumption and how the videos serve as a promotional channel. Managerial implications for marketers are also discussed regarding how unboxing videos can be incorporated in their promotional mix as an advertising tactic

Advertising · Business · Social media · Unpacking · Uses and gratifications theory · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology · Social Psychology