The Impact of Chinese Social Media on the Purchasing Intention of Dog Owners in Indonesia

Abstract

Purpose of the study - This study aims to examine the influence of Rednote, Chinese Social Media, on purchasing intentions of dog owners in Indonesia. It specifically investigates the influence of psychological and social factors such as attitude homophily, social attractiveness, use of anthropomorphism, entrepreunial value toward parasocial relationships and purchase intention. Data and Methodology - The research adopts a quantitative approach to examine Rednote influence on purchase intention of dog owners. Convenience and snowball samplings were employed. There were 162 Indonesian respondents participated in this study through survey. Data was analysed using Partial Least Square - Structural Equation Modelling (SEM). Findings – The findings showed that purchase intention is highly influenced by parasocial interaction. The development of an emotional bond between influencers and followers was also found to be strongly predicted by attitude homophily and social attractiveness.