The effects of parasocial interaction, authenticity, and self-congruity on the formation of consumer trust in online travel agencies

Xiaohua Chen; Sunghyup Sean Hyun; Timothy J. Lee

doi:10.1002/jtr.2522

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The effects of parasocial interaction, authenticity, and self-congruity on the formation of consumer trust in online travel agencies

Journal article

Peer reviewed

The effects of parasocial interaction, authenticity, and self-congruity on the formation of consumer trust in online travel agencies

Xiaohua Chen, Sunghyup Sean Hyun and Timothy J. Lee

International Journal of Tourism Research, Vol.24(4), pp.563-579

2022

DOI: https://doi.org/10.1002/jtr.2522

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Abstract

authenticity

consumer trust

influencer marketing

online travel agency

parasocial interaction theory

self-congruity theory

This study uses the theories of parasocial interaction, perceived authenticity, and self-congruity to analyze the antecedents of source credibility and to confirm the positive effects of this on travel influencers when constructing travel platforms. The respondents are Chinese travelers who had used an online travel agency and who read influencer-generated content to search for tourism-related information. The results from the 420 valid questionnaires showed that users' perceived parasocial interaction, perceived authenticity, and self-congruity have positive effects on source credibility for influencers. The study provides theoretical and managerial backup for influencer marketing efforts and the content marketing of online travel platforms.

Details

Title: The effects of parasocial interaction, authenticity, and self-congruity on the formation of consumer trust in online travel agencies
Authors: Xiaohua Chen (Author) - Henan University
Sunghyup Sean Hyun (Corresponding Author) - Hanyang University
Timothy J. Lee (Author) - Macau University of Science and Technology
Publication details: International Journal of Tourism Research, Vol.24(4), pp.563-579
Publisher: John Wiley & Sons Ltd.
DOI: 10.1002/jtr.2522
ISSN: 1522-1970
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Centre
Language: English
Record Identifier: 99656498502621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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