Parasocial Interaction, Destination Personality Fit and Consumers’ Behavioral Intentions: The Case of TV Shopping

Abstract

This study examines whether a TV shopping host’s introduction and promotion on a tourism destination could develop viewers’ parasocial interaction (PSI) with that host and thus influence viewers’ behavioral intentions on that destination. In addition, moderating effects of two factors (self-destination personality fit and host-destination personality fit) on the relationship between the TV viewers’ parasocial experience with a TV host (PSI) and the viewers’ behavioral intentions on the advertised destination are tested. Data were collected from 310 TV shopping customers in Taiwan using a self-administrated questionnaire. Simple linear regression and hierarchical regression techniques were implemented to test the proposed hypotheses. Findings indicate that PSI between a TV host and TV viewers is strongly correlated with the significant positive behavioral intentions of viewers. In addition, self-destination and host destination personality fits were both reinforcements of the positive impact that PSI has on TV viewers’ behavioral intentions. Findings and data collected from this study would yield useful practical implications for tourism marketers in terms of wisely selecting a TV host and utilizing a TV host’s parasocial interaction with audiences to increase audiences’ behavioral intention on the promoted destination.