The Effect Of Watching Intensity On Purchase Intention Through Parasocial Relationship And Perceived Source Credibility In Edtech Program
Keywords:
Purchase Intention, Watching Intensity, Parasocial Relationship, Perceived Source Credibility
Abstract
The rapid growth of digital education has transformed the learning process into a competitive, content-driven platform ecosystem. This study examines the effect of watching intensity on purchase intention in the Clash of Champions program produced by Ruangguru. Grounded in Media Psychology Theory, Parasocial Relationship Theory, Source Credibility Theory, and the Elaboration Likelihood Model, this research tests a parallel mediation model involving parasocial relationships and perceived source credibility. A quantitative survey of 406 Indonesian high school and university students was conducted and analyzed using PLS-SEM with SmartPLS 4. The results show that watching intensity significantly affects purchase intention, parasocial relationships, and perceived source credibility. Parasocial relationships and perceived source credibility also significantly influence purchase intention. Furthermore, parasocial relationships significantly mediate the relationship between watching intensity and purchase intention, whereas perceived source credibility does not mediate this relationship. These findings suggest that emotional-relational mechanisms play a more decisive role than credibility evaluations in driving subscription intentions within competition-based EdTech platforms.
Downloads
Download data is not yet available.
References
Adawiyah, D. A., Aisyah, S., & Ramadhani, S. (2022). Pengaruh Harga, Kualitas Produk Dan Celebrity Endors Terhadap Keputusan Pembelian Produk Ms Glow. OIKONOMIKA: Jurnal Kajian Ekonomi Dan Keuangan Syariah, 3(2), 133–143. https://doi.org/10.53491/oikonomika.v3i2.481
Almaiah, M. A., Alfaisal, R., Salloum, S. A., Al-otaibi, S., Said, O., Sawafi, A., Al-maroof, R. S., Lutfi, A., Alrawad, M., Mulhem, A. Al, & Awad, A. B. (2022). Determinants Influencing the Continuous Intention to Use Digital Technologies in Higher Education. Electronics, 11, 1–17.
Ameri, M., Honka, E., & Xie, Y. (2024). Watching intensity and media franchise engagement. Quantitative Marketing and Economics, 291–356. https://doi.org/10.1007/s11129-024-09283-2
Añaña, E. (2023). Digital Influencers Promoting Healthy Food : The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention. Sustainability, 15(15002). https://doi.org/https://doi.org/10.3390/ su152015002
Aw, E. C.-X., Tan, G. W.-H., Chuah, S. H.-W., Ooi, K.-B., & Hajli, N. (2022). Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA. Information Technology & People, 36(1), 66–94. https://doi.org/10.1108/ITP-07-2021-0548
Barclay, D., Thompson, R., & Higgins, C. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Use as an Illustration. Technology Studies, 2(2), 285–309.
Bedenlier, S., Bond, M., Buntins, K., Zawacki-Richter, O., & University, M. K. (2020). Facilitating student engagement through educational technology in higher education : A systematic review in the field of arts and humanities. Australasian Journal of Educational Technology, 36(4).
Boyd, A. T., Id, L. M. R., & Morrow, J. A. (2024). Construct validation and measurement invariance of the Parasocial Relationships in Social Media survey. PLoS ONE, 19(3), 1–15. https://doi.org/10.1371/journal.pone.0300356
Breves, P. L., & Berlo, Z. M. C. Van. (2025). Making and Breaking Parasocial Relationships with Human and Virtual Influencers : An Experience Sampling Study Making and Breaking Parasocial Relationships with Human and Virtual Influencers : An Experience Sampling Study. Media Psychology, 1–29. https://doi.org/10.1080/15213269.2025.2558029
Breves, P., & Liebers, N. (2022). # Greenfluencing . The Impact of Parasocial Relationships with Social Media Influencers on Advertising Effectiveness and Followers ’ Pro- environmental Intentions. Environmental Communication, 16(6), 773–787. https://doi.org/10.1080/17524032.2022.2109708
Cao, N., Isa, N., & Perumal, S. (2025). Perceived Value , Consumer Engagement , and Purchase Intention in Virtual Influencer Marketing : The Role of Source Credibility and Generational Cohort. Journal of Theoretical and Appllied Electronic Commerce Research, 20, 150. https://doi.org/https://doi.org/ 10.3390/jtaer20020150
Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising : The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4), 1507–1515. https://doi.org/10.31014/aior.1992.03.04.298
Fauzan, M., & Aisyah, S. (2024). Strategi Pemasaran Digital Pada Industri Skincare Melalui Platform Tiktok. JEBI: Jurnal Ekonomi Dan Bisnis, 1(8), 977–982.
Flayelle, M., Elhai, J. D., Maurage, P., V¨ogele, C., Brevers, D., Baggio, S., & Billieux, J. (2022). Identifying the psychological processes delineating non-harmful from problematic binge-watching : A machine learning analytical approach. Telematics and Informatics. https://doi.org/10.1016/j.tele.2022.101880
Fornell, Claes, & Larcker, David F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Garcia, D. (2025). Perceptions of Monica Geller in Friends : A Pilot Study on Personality Frameworks and Parasocial Relationships. Behavioral Sciences, 15(2), 146. https://doi.org/https://doi.org/ 10.3390/bs15020146 Copyright:
Habib, S., Hamadneh, N. N., & Hassan, A. (2022). The Relationship between Digital Marketing , Customer Engagement , and Purchase Intention via OTT Platforms. Hindawi: Journal of Mathematics, 12. https://doi.org/10.1155/2022/5327626
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis (Eighth Edi). Cengage Learning EMEA.
Hassan, A., & Barber, S. J. (2021). The effects of repetition frequency on the illusory truth effect. Cognitive Research: Principles and Implications, 6(1), 38. https://doi.org/10.1186/s41235-021-00301-5
Hoffner, C. A., & Bond, B. J. (2022). Parasocial relationships , social media , & well-being. Current Opinion in Psychology, 45, 101306. https://doi.org/10.1016/j.copsyc.2022.101306
Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15, 635–650.
Ismagilova, E., Slade, E., & Np, R. (2020). The effect of characteristics of source credibility on consumer behaviour: a meta-analysis. Journal of Retailing and Consumer Services, 53, 101736. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.01.005
Jannat, M., & Ahmed, N. (2025). Social Media Influencers : Examining the Mediating Effect of Parasocial Interaction and the Moderating Effect of Online Comments on Purchase Intention. Jahangirnagar University Journal of Business Research (JUJBR), 25(01), 70–92.
Katz, E., Blumler, J., & Gurevitch, M. (1973). Uses And Gratifications Research. Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109
Khan, M. S., Syahbudi, M., & Aisyah, S. (2024). Factors Influencing The Impulsive Buying Behavior of UINSU Students in Online Stores from an Islamic Economic Perspective , With Rational Choice as an Intervening Variable. Jurnal Manajemen Bisnis, 11(1), 478–495. https://doi.org/https:doi.org/10.33096/jmb.v11i1.739
Koo, M., & Yang, S. (2025). Likert-Type Scale. Encyclopedia, 5(18), 1–11. https://doi.org/https://doi.org/10.3390/ encyclopedia5010018
Kresovich, A., & Noar, S. M. (2020). The Power of Celebrity Health Events: Meta-analysis of the Relationship between Audience Involvement and Behavioral Intentions. Journal of Health Communication, 25(6), 501–513. https://doi.org/10.1080/10810730.2020.1818148
Laufer, M., Leiser, A., Deacon, B., Brichambaut, P. P. De, Fecher, B., Kobsda, C., & Hesse, F. (2021). Digital higher education : a divider or bridge builder ? Leadership perspectives on edtech in a COVID ‑ 19 reality. International Journal of Educational Technology in Higher Education. https://doi.org/10.1186/s41239-021-00287-6
Leite, F. P., & Baptista, P. D. P. (2021). The effects of social media influencers’ self- disclosure on behavioral intentions : The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 00(00), 1–17. https://doi.org/10.1080/10696679.2021.1935275
Li, P., Spence, C., & Wu, C. (2025). What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping. Humanities and Social Sciences Communications, 12(1), 1–14. https://doi.org/10.1057/s41599-025-05363-0
Lin, L., Narender, R., Zak, P. J., & Zak, P. J. (2022). Why people keep watching : neurophysiologic immersion during video consumption increases viewing time and influences behavior. Front. Behav. Neurosci., December, 1–10. https://doi.org/10.3389/fnbeh.2022.1053053
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(1), 15. https://doi.org/10.1057/s41599-023-02512-1
Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022). Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis. Journal of Travel & Tourism Marketing, 39(1), 109–135. https://doi.org/10.1080/10548408.2022.2052227
Mang, V., Fennis, B. M., & Epstude, K. (2024). Source credibility effects in misinformation research : A review and primer. Advances.in/Psychology, 2. https://doi.org/10.56296/aip00028
Muda, M., & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention. Journal of Research in Interactive Marketing, 15(3), 441–459. https://doi.org/10.1108/JRIM-04-2020-0072
Muir, T., Wang, I., Trimble, A., Mainsbridge, C., & Douglas, T. (2022). Using Interactive Online Pedagogical Approaches to Promote Student Engagement. Education Sciences.
Nadarevic, L., Reber, R., Helmecke, A. J., & Köse, D. (2020). Perceived truth of statements and simulated social media postings : an experimental investigation of source credibility , repeated exposure , and presentation format. Cognitive Research: Principles and Implications. https://doi.org/10.1186/s41235-020-00251-4
Nahum-shani, I., Shaw, S. D., Carpenter, S. M., Murphy, S. A., & Yoon, C. (2022). Engagement in Digital Interventions. American Psychological Association.
Neguri, O., Grecu, I., Grecu, G., & George, L. (2020). Consumers ’ Decision-Making Process on Social Commerce Platforms : Online Trust , Perceived Risk , and Purchase Intentions. Frointers in Psychology, 11(May), 1–7. https://doi.org/10.3389/fpsyg.2020.00890
Nurbaiti, Ikhsan, M., & Lubis, M. I. (2024). Analisis Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Konsumen Mahasiswa Jurusan Manejemen Universitas Islam Negeri Sumatera Utara Pada Aplikasi Tiktok Shop. Jurnal Ekonomi Manajemen Dan Bisnis, 5(1), 85–98.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Ozan, Y. (2025). Role Of Binge-Watching In The Effect Of Parasocial Relationship On Purchasing Intention. İstanbul Ticaret University Journal of Social Sciences, 24(53), 477–499.
Özkoçak, L., & Tuna, Y. (2025). Examining “ replacement ” attitudes in the context of uses and gratifications during the 8-day Instagram inaccessibility period in Turkey. Journal of Communication and Media Technologies, 15(3), 1–21.
Pasaribu, A. F., Rahma, T. I. F., & Dharma, B. (2023). Pengaruh Content Marketing , Viral Marketing Dan Influencer Terhadap Minat Beli Produk. Ecobisma: Jurnal Ekonomi, Bisnis Dan Manajemen, 10(2), 81–93.
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. In L. B. T.-A. in E. S. P. Berkowitz (Ed.), Advances in Experimental Social Psychology (Vol. 19). Academic Press. https://doi.org/https://doi.org/10.1016/S0065-2601(08)60214-2
Ross, M. Q., & Campbell, S. W. (2021). Thinking and Feeling through Mobile Media and Communication : A Review of Cognitive and Affective Implications. Review of Communication Research, 9, 147–166.
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6), e09676. https://doi.org/10.1016/j.heliyon.2022.e09676
Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it , why should I buy ? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Suraj Jagtap. (2026). EdTech Statistics and Facts. 2026-01-27. https://market.biz/edtech-statistics/
Vazquez, D., Wu, X., Nguyen, B., Kent, A., Gutierrez, A., & Chen, T. (2020). Investigating narrative involvement, parasocial interactions, and impulse buying behaviours within a second screen social commerce context. International Journal of Information Management, 53, 102135. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102135
Wang, C., Chen, X., & Yu, T. (2024). Education reform and change driven by digital technology: a bibliometric study from a global perspective. Humanities and Social Sciences Communications. https://doi.org/10.1057/s41599-024-02717-y
Wang, C., Liu, T., Zhu, Y., Wang, H., & Wang, X. (2023). The influence of consumer perception on purchase intention : Evidence from cross-border E-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/j.heliyon.2023.e21617
Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and Consumers ’ Purchase Intention in a Social Commerce Platform : A Meta- Analytic Approach. Sage Open, 12(22). https://doi.org/10.1177/21582440221091262
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements : How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2020.03.002
Widiani, A., Harahap, M. I., & Daulay, A. N. (2024). Marketing Strategies Of Processed Cassava Businesses In Improving Community Welfare Islamic Economic Review (Case Study Of Cempedak Lobang Village). Ekombis Review – Jurnal Ilmiah Ekonomi Dan Bisnis, 12(3), 2377–2392. https://doi.org/https://doi.org/10.37676/ekombis.v12i3
Williamson, B., & Komljenovic, J. (2023). Critical Studies in Education Investing in imagined digital futures : the techno- financial ‘ futuring ’ of edtech investors in higher education ‘ futuring ’ of edtech investors in higher education. Critical Studies in Education, 64(3), 234–249. https://doi.org/10.1080/17508487.2022.2081587
Witkowska, A., Mącik, D., & Garcia, D. (2025). Adaptation and validation of the Multidimensional Measure of Parasocial Relationships (MMPR) in Poland. Scientific Reports, 15, 1–13.
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers ’ Continuous Purchase Intention in Live-Streaming E-Commerce — Mediated by Consumer Trust. Sustainability, 4432.
Xu, P., Cui, B., & Lyu, B. (2022). Influence of Streamer ’ s Social Capital on Purchase Intention in Live Streaming E-Commerce Information Asymmetry in Live Streaming. Frointers in Psychology, 12(January), 1–13. https://doi.org/10.3389/fpsyg.2021.748172
Yen, C., Xuan, B., & Wai, K. (2025). How live streaming influences trust in social commerce : A parasocial relationship perspective. Telematics and Informatics, 99(April), 102274. https://doi.org/10.1016/j.tele.2025.102274
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Keep scrolling: An investigation of short video users’ continuous watching behavior. Information & Management, 61(6), 104014. https://doi.org/https://doi.org/10.1016/j.im.2024.104014
Zheng, S., Chen, J., Liao, J., & Hu, H.-L. (2023). What motivates users’ viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective. Journal of Retailing and Consumer Services, 72, 103240. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103240
Almaiah, M. A., Alfaisal, R., Salloum, S. A., Al-otaibi, S., Said, O., Sawafi, A., Al-maroof, R. S., Lutfi, A., Alrawad, M., Mulhem, A. Al, & Awad, A. B. (2022). Determinants Influencing the Continuous Intention to Use Digital Technologies in Higher Education. Electronics, 11, 1–17.
Ameri, M., Honka, E., & Xie, Y. (2024). Watching intensity and media franchise engagement. Quantitative Marketing and Economics, 291–356. https://doi.org/10.1007/s11129-024-09283-2
Añaña, E. (2023). Digital Influencers Promoting Healthy Food : The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention. Sustainability, 15(15002). https://doi.org/https://doi.org/10.3390/ su152015002
Aw, E. C.-X., Tan, G. W.-H., Chuah, S. H.-W., Ooi, K.-B., & Hajli, N. (2022). Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA. Information Technology & People, 36(1), 66–94. https://doi.org/10.1108/ITP-07-2021-0548
Barclay, D., Thompson, R., & Higgins, C. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Use as an Illustration. Technology Studies, 2(2), 285–309.
Bedenlier, S., Bond, M., Buntins, K., Zawacki-Richter, O., & University, M. K. (2020). Facilitating student engagement through educational technology in higher education : A systematic review in the field of arts and humanities. Australasian Journal of Educational Technology, 36(4).
Boyd, A. T., Id, L. M. R., & Morrow, J. A. (2024). Construct validation and measurement invariance of the Parasocial Relationships in Social Media survey. PLoS ONE, 19(3), 1–15. https://doi.org/10.1371/journal.pone.0300356
Breves, P. L., & Berlo, Z. M. C. Van. (2025). Making and Breaking Parasocial Relationships with Human and Virtual Influencers : An Experience Sampling Study Making and Breaking Parasocial Relationships with Human and Virtual Influencers : An Experience Sampling Study. Media Psychology, 1–29. https://doi.org/10.1080/15213269.2025.2558029
Breves, P., & Liebers, N. (2022). # Greenfluencing . The Impact of Parasocial Relationships with Social Media Influencers on Advertising Effectiveness and Followers ’ Pro- environmental Intentions. Environmental Communication, 16(6), 773–787. https://doi.org/10.1080/17524032.2022.2109708
Cao, N., Isa, N., & Perumal, S. (2025). Perceived Value , Consumer Engagement , and Purchase Intention in Virtual Influencer Marketing : The Role of Source Credibility and Generational Cohort. Journal of Theoretical and Appllied Electronic Commerce Research, 20, 150. https://doi.org/https://doi.org/ 10.3390/jtaer20020150
Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising : The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4), 1507–1515. https://doi.org/10.31014/aior.1992.03.04.298
Fauzan, M., & Aisyah, S. (2024). Strategi Pemasaran Digital Pada Industri Skincare Melalui Platform Tiktok. JEBI: Jurnal Ekonomi Dan Bisnis, 1(8), 977–982.
Flayelle, M., Elhai, J. D., Maurage, P., V¨ogele, C., Brevers, D., Baggio, S., & Billieux, J. (2022). Identifying the psychological processes delineating non-harmful from problematic binge-watching : A machine learning analytical approach. Telematics and Informatics. https://doi.org/10.1016/j.tele.2022.101880
Fornell, Claes, & Larcker, David F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Garcia, D. (2025). Perceptions of Monica Geller in Friends : A Pilot Study on Personality Frameworks and Parasocial Relationships. Behavioral Sciences, 15(2), 146. https://doi.org/https://doi.org/ 10.3390/bs15020146 Copyright:
Habib, S., Hamadneh, N. N., & Hassan, A. (2022). The Relationship between Digital Marketing , Customer Engagement , and Purchase Intention via OTT Platforms. Hindawi: Journal of Mathematics, 12. https://doi.org/10.1155/2022/5327626
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis (Eighth Edi). Cengage Learning EMEA.
Hassan, A., & Barber, S. J. (2021). The effects of repetition frequency on the illusory truth effect. Cognitive Research: Principles and Implications, 6(1), 38. https://doi.org/10.1186/s41235-021-00301-5
Hoffner, C. A., & Bond, B. J. (2022). Parasocial relationships , social media , & well-being. Current Opinion in Psychology, 45, 101306. https://doi.org/10.1016/j.copsyc.2022.101306
Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15, 635–650.
Ismagilova, E., Slade, E., & Np, R. (2020). The effect of characteristics of source credibility on consumer behaviour: a meta-analysis. Journal of Retailing and Consumer Services, 53, 101736. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.01.005
Jannat, M., & Ahmed, N. (2025). Social Media Influencers : Examining the Mediating Effect of Parasocial Interaction and the Moderating Effect of Online Comments on Purchase Intention. Jahangirnagar University Journal of Business Research (JUJBR), 25(01), 70–92.
Katz, E., Blumler, J., & Gurevitch, M. (1973). Uses And Gratifications Research. Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109
Khan, M. S., Syahbudi, M., & Aisyah, S. (2024). Factors Influencing The Impulsive Buying Behavior of UINSU Students in Online Stores from an Islamic Economic Perspective , With Rational Choice as an Intervening Variable. Jurnal Manajemen Bisnis, 11(1), 478–495. https://doi.org/https:doi.org/10.33096/jmb.v11i1.739
Koo, M., & Yang, S. (2025). Likert-Type Scale. Encyclopedia, 5(18), 1–11. https://doi.org/https://doi.org/10.3390/ encyclopedia5010018
Kresovich, A., & Noar, S. M. (2020). The Power of Celebrity Health Events: Meta-analysis of the Relationship between Audience Involvement and Behavioral Intentions. Journal of Health Communication, 25(6), 501–513. https://doi.org/10.1080/10810730.2020.1818148
Laufer, M., Leiser, A., Deacon, B., Brichambaut, P. P. De, Fecher, B., Kobsda, C., & Hesse, F. (2021). Digital higher education : a divider or bridge builder ? Leadership perspectives on edtech in a COVID ‑ 19 reality. International Journal of Educational Technology in Higher Education. https://doi.org/10.1186/s41239-021-00287-6
Leite, F. P., & Baptista, P. D. P. (2021). The effects of social media influencers’ self- disclosure on behavioral intentions : The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 00(00), 1–17. https://doi.org/10.1080/10696679.2021.1935275
Li, P., Spence, C., & Wu, C. (2025). What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping. Humanities and Social Sciences Communications, 12(1), 1–14. https://doi.org/10.1057/s41599-025-05363-0
Lin, L., Narender, R., Zak, P. J., & Zak, P. J. (2022). Why people keep watching : neurophysiologic immersion during video consumption increases viewing time and influences behavior. Front. Behav. Neurosci., December, 1–10. https://doi.org/10.3389/fnbeh.2022.1053053
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(1), 15. https://doi.org/10.1057/s41599-023-02512-1
Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022). Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis. Journal of Travel & Tourism Marketing, 39(1), 109–135. https://doi.org/10.1080/10548408.2022.2052227
Mang, V., Fennis, B. M., & Epstude, K. (2024). Source credibility effects in misinformation research : A review and primer. Advances.in/Psychology, 2. https://doi.org/10.56296/aip00028
Muda, M., & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention. Journal of Research in Interactive Marketing, 15(3), 441–459. https://doi.org/10.1108/JRIM-04-2020-0072
Muir, T., Wang, I., Trimble, A., Mainsbridge, C., & Douglas, T. (2022). Using Interactive Online Pedagogical Approaches to Promote Student Engagement. Education Sciences.
Nadarevic, L., Reber, R., Helmecke, A. J., & Köse, D. (2020). Perceived truth of statements and simulated social media postings : an experimental investigation of source credibility , repeated exposure , and presentation format. Cognitive Research: Principles and Implications. https://doi.org/10.1186/s41235-020-00251-4
Nahum-shani, I., Shaw, S. D., Carpenter, S. M., Murphy, S. A., & Yoon, C. (2022). Engagement in Digital Interventions. American Psychological Association.
Neguri, O., Grecu, I., Grecu, G., & George, L. (2020). Consumers ’ Decision-Making Process on Social Commerce Platforms : Online Trust , Perceived Risk , and Purchase Intentions. Frointers in Psychology, 11(May), 1–7. https://doi.org/10.3389/fpsyg.2020.00890
Nurbaiti, Ikhsan, M., & Lubis, M. I. (2024). Analisis Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Konsumen Mahasiswa Jurusan Manejemen Universitas Islam Negeri Sumatera Utara Pada Aplikasi Tiktok Shop. Jurnal Ekonomi Manajemen Dan Bisnis, 5(1), 85–98.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Ozan, Y. (2025). Role Of Binge-Watching In The Effect Of Parasocial Relationship On Purchasing Intention. İstanbul Ticaret University Journal of Social Sciences, 24(53), 477–499.
Özkoçak, L., & Tuna, Y. (2025). Examining “ replacement ” attitudes in the context of uses and gratifications during the 8-day Instagram inaccessibility period in Turkey. Journal of Communication and Media Technologies, 15(3), 1–21.
Pasaribu, A. F., Rahma, T. I. F., & Dharma, B. (2023). Pengaruh Content Marketing , Viral Marketing Dan Influencer Terhadap Minat Beli Produk. Ecobisma: Jurnal Ekonomi, Bisnis Dan Manajemen, 10(2), 81–93.
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. In L. B. T.-A. in E. S. P. Berkowitz (Ed.), Advances in Experimental Social Psychology (Vol. 19). Academic Press. https://doi.org/https://doi.org/10.1016/S0065-2601(08)60214-2
Ross, M. Q., & Campbell, S. W. (2021). Thinking and Feeling through Mobile Media and Communication : A Review of Cognitive and Affective Implications. Review of Communication Research, 9, 147–166.
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6), e09676. https://doi.org/10.1016/j.heliyon.2022.e09676
Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it , why should I buy ? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Suraj Jagtap. (2026). EdTech Statistics and Facts. 2026-01-27. https://market.biz/edtech-statistics/
Vazquez, D., Wu, X., Nguyen, B., Kent, A., Gutierrez, A., & Chen, T. (2020). Investigating narrative involvement, parasocial interactions, and impulse buying behaviours within a second screen social commerce context. International Journal of Information Management, 53, 102135. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102135
Wang, C., Chen, X., & Yu, T. (2024). Education reform and change driven by digital technology: a bibliometric study from a global perspective. Humanities and Social Sciences Communications. https://doi.org/10.1057/s41599-024-02717-y
Wang, C., Liu, T., Zhu, Y., Wang, H., & Wang, X. (2023). The influence of consumer perception on purchase intention : Evidence from cross-border E-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/j.heliyon.2023.e21617
Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and Consumers ’ Purchase Intention in a Social Commerce Platform : A Meta- Analytic Approach. Sage Open, 12(22). https://doi.org/10.1177/21582440221091262
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements : How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2020.03.002
Widiani, A., Harahap, M. I., & Daulay, A. N. (2024). Marketing Strategies Of Processed Cassava Businesses In Improving Community Welfare Islamic Economic Review (Case Study Of Cempedak Lobang Village). Ekombis Review – Jurnal Ilmiah Ekonomi Dan Bisnis, 12(3), 2377–2392. https://doi.org/https://doi.org/10.37676/ekombis.v12i3
Williamson, B., & Komljenovic, J. (2023). Critical Studies in Education Investing in imagined digital futures : the techno- financial ‘ futuring ’ of edtech investors in higher education ‘ futuring ’ of edtech investors in higher education. Critical Studies in Education, 64(3), 234–249. https://doi.org/10.1080/17508487.2022.2081587
Witkowska, A., Mącik, D., & Garcia, D. (2025). Adaptation and validation of the Multidimensional Measure of Parasocial Relationships (MMPR) in Poland. Scientific Reports, 15, 1–13.
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers ’ Continuous Purchase Intention in Live-Streaming E-Commerce — Mediated by Consumer Trust. Sustainability, 4432.
Xu, P., Cui, B., & Lyu, B. (2022). Influence of Streamer ’ s Social Capital on Purchase Intention in Live Streaming E-Commerce Information Asymmetry in Live Streaming. Frointers in Psychology, 12(January), 1–13. https://doi.org/10.3389/fpsyg.2021.748172
Yen, C., Xuan, B., & Wai, K. (2025). How live streaming influences trust in social commerce : A parasocial relationship perspective. Telematics and Informatics, 99(April), 102274. https://doi.org/10.1016/j.tele.2025.102274
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Keep scrolling: An investigation of short video users’ continuous watching behavior. Information & Management, 61(6), 104014. https://doi.org/https://doi.org/10.1016/j.im.2024.104014
Zheng, S., Chen, J., Liao, J., & Hu, H.-L. (2023). What motivates users’ viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective. Journal of Retailing and Consumer Services, 72, 103240. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103240
Published
2026-05-29
How to Cite
Priatna, N. A. S., Aisyah, S. and Daulay, A. N. (2026) “The Effect Of Watching Intensity On Purchase Intention Through Parasocial Relationship And Perceived Source Credibility In Edtech Program”, Jurnal Cita Ekonomika, 20(1), pp. 13-34. doi: 10.51125/citaekonomika.v20i1.25661.
Section
Articles
Copyright (c) 2026 Jurnal Cita Ekonomika
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright aims to protect the specific way the article has been written to describe an experiment and the results. Cita Ekonomika is committed to its authors to protect and defend their work and their reputation and takes allegations of infringement, plagiarism, ethical disputes, and fraud very seriously. Cita Ekonomika is published under the terms of the Attribution-NonCommercial 4.0 International (CC BY-NC 4.0). Authors retain copyright and grant the journal right of first publication (online and print) with the work simultaneously. We use the restrictive license (non-commercial) as follows:
BY (attribution): Users are allowed to share, distribute and redistribute the published article in any medium or format, with an identification of the authors and its initial publication in this journal. Authors are encouraged to post and distribute their articles immediately after publication (e.g., institutional or public repositories, personal websites). Authors are allowed to enter into additional contractual arrangements for the non-exclusive distribution of the published and an acknowledgment of its initial publication in this journal.
NC (non-commercial): Users are not allowed to use the article commercially without the permission of the authors. Authors agree explicitly that the published article is indexed worldwide in databases, repositories and indexation services, even if these services operate on a commercial basis. Authors grant Cita Ekonomika explicit the right to include the published articles in databases, repositories and indexation services.
