부산대학교 도서관

With the continuous advancement of the Internet and digital audio-visual technology, beauty vloggers themselves and their videos have had an important impact on related industries or consumers. The purpose of this study is to examine the physical attraction and attitude homoph-ily of beauty vloggers, parasocial interaction (PSI) and quality of video content on perceived trust and purchase intention. The participants were people who had watched videos of beauty vbloggers in Taiwan within a year. This study uses online questionnaire to collect data and through the convenient sampling. A total of 330 valid questionnaires are obtained for analysis. In this study, SmartPLS 3.0 is used to analyze structural equation model and hypotheses test. The results show that the beauty vbloggers physical attraction and attitude homophily positively and significantly influence PSI. Furthermore, the PSI and video content quality positively and significantly influence consumer’s perceived trust, and in turn, affects their purchase intention. Finally, based on the results of this research, management implications, research limitations and future research directions are also presented in this paper.