Factors influencing merchandise purchase intention in Vtuber viewers of hololive
DOI:
https://doi.org/10.61511/ghde.v2i1.2025.1966Keywords:
demographic, live streaming, parasocial relationship, purchase intention, relationship length, virtual youtuberAbstract
Background: Merchandise represents a significant source of revenue in the entertainment industry and has become one of the main income streams for Virtual YouTubers (Vtubers). Unlike traditional entertainers, Vtubers interact directly with their audiences through live streaming, enabling the development of close emotional connections. Despite the rapid growth of Vtuber popularity and their economic potential, academic research examining audience behavior and merchandise purchasing intentions in the Vtuber context remains limited, particularly in Indonesia. Methods: This study employed a non-experimental quantitative research design. Data were collected through online self-report questionnaires distributed to 129 Indonesian participants who were viewers of the Hololive Vtuber group. The study examined the influence of parasocial relationships, age, income, relationship length, and duration of live-stream viewing on merchandise purchase intention without any experimental manipulation. Findings: The findings reveal that parasocial relationships and relationship length have a significant positive influence on merchandise purchase intention among Hololive Vtuber viewers. Other variables, such as age, income, and duration of watching live streams, did not show a significant effect. These results indicate that emotional bonds and long-term audience engagement play a crucial role in encouraging merchandise purchases. Conclusion: The study concludes that stronger parasocial relationships and longer viewer–Vtuber relationships significantly increase merchandise purchase intention. These findings suggest that emotional engagement and sustained interaction are key factors in driving consumer loyalty and merchandise sales. Therefore, Vtubers should focus on building long-term relationships with their audiences to enhance fan loyalty and commercial success. Novelty/Originality of this article: This study contributes novel empirical evidence on merchandise purchase intention in the Vtuber context, particularly among Indonesian Hololive viewers. It highlights the central role of parasocial relationships and relationship duration, extending existing literature on digital fandom by demonstrating how emotional attachment and fan loyalty influence consumer behavior in virtual entertainment environments.
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