How Influencer Attributes Drive Online Purchase Intention Through Value Co-Creation: Evidence from the SOR Framework
English
DOI:
https://doi.org/10.46821/ijms.v5i1.759Keywords:
Value Co-Creation, Relationship Quality, Purchase IntentionAbstract
This study aims to analyze the influence of personal influencer attributes such as Inspiration, Similarity, and Enjoyability on consumer behavior through Value Co-Creation (VCC) and Relationship Quality (RQ). Based on the Stimulus–Organism–Response (SOR) framework, a quantitative approach was used by distributing an online questionnaire to 121 respondents aged 17–31 years, and the data were analyzed using SEM–AMOS. The results show that Inspiration has a positive effect on VCC, while Similarity increases Relationship Quality, but Enjoyability has no significant effect. Furthermore, VCC was found to strengthen RQ, which in turn increases consumers’ purchase intention toward products recommended by influencers. These findings confirm that emotional closeness and collaborative engagement between followers and influencers are more important than entertainment aspects alone. Further research is recommended to expand the influencer categories and add mediation or moderation variables to provide a more comprehensive understanding.
References
Aritonang, L. R., & Yusran, H. L. (2012). Relationship Quality in Hair Style Context: Antecedents and Consequences. Proceedings of the 2012 International Conference on Business and Management (IBSM 2012). CAAL International Education Organisation.
Beckert, J., & Naderer, B. (2023). Advertising to Inspire–Inspiring to Persuade: How Factors Related to the Source, Message, and Audience Affect the Persuasive Effectiveness of Influencer Advertising. International Journal of Advertising, 42(4), 641–661.
Bhardwaj, L. K., Rath, P., & Yadav, P. (2024). Microplastic Contamination, an Emerging Threat to the Freshwater Environment: A Systematic Review. Environmental Systems Research, 13(1), 8.
Böttger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T. (2017). Customer Inspiration: Conceptualization, Scale Development, and Validation. Journal of Marketing, 81(6), 116–131.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117, 510–519.
Chang, T., Chopra, V., Zhang, C., & Woolford, S. J. (2013). The Role of Social Media in Online Weight Management: Systematic Review. Journal of Medical Internet Research, 15(11), e262.
Claro, D. P., & Claro, P. B. O. (2010). Collaborative Buyer–Supplier Relationships and Downstream Information in Marketing Channels. Industrial Marketing Management, 39(2), 221–228.
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33–50.
Fajarwati, D., Pratama, A. D., Fadli, J. A., & Astuti, P. (2024). The Role of Social Media Marketing and consumer Experience as a Result of Customer Behavior. Jurnal Ilmu Manajemen (JIMMU), 9(1), 27–43.
Frasquet-Deltoro, M., Molla-Descals, A., & Miquel-Romero, M.-J. (2021). Omnichannel retailer brand experience: Conceptualisation and proposal of a comprehensive scale. Journal of Brand Management, 28(4), 388-401.
Gao, Q., Zhang, C., Wang, K., & Ba, S. (2021). Understanding Consumers’ Continuous Engagement in Social Media Brand Communities: The Role of Enjoyment and Self-Presentation. Internet Research, 31(3), 927–950.
Hair, J. F., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (9th ed.). Cengage.
Hariguna, T., & Ruangkanjanases, A. (2023). Adaptive Sentiment Analysis Using Multioutput Classification: A Performance Comparison. PeerJ Computer Science, 9, e1378.
Indarti, Vebrianto, R., & Purwanto, A. J. (2023). Hubungan Motivasi Dan Kompetensi dengan Kinerja Guru PNS sekolah Dasar Kecamatan Rengat Barat Kabupaten Indragiri Hulu pada Era New normal. Instructional Development Journal, 6(2), 90–105.
Ki, C.-W., & Kim, Y.-K. (2019). The Mechanism by Which Social Media Influencers Persuade Consumers: The Role of Consumers’ Desire to Mimic. Psychology & Marketing, 36(10), 905–922.
Ki, C.-W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands. Journal of Retailing and Consumer Services, 55, 102133.
Lazarsfeld, P. F., & Merton, R. K. (1954). Friendship as a Social Process: A Substantive and Methodological Analysis. Freedom and control in modern society, 18(1), 18.
Lee, S., & Chen, Y. (2022). Exploring the Impact of Hedonic and Utilitarian Motivations on Consumer–Brand Relationships in Social Commerce. Journal of Retailing and Consumer Services, 68, 103031.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment–Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Oleynick, V. C., Thrash, T. M., LeFew, M. C., Moldovan, E. G., & Kieffaber, P. D. (2014). The scientific study of inspiration in the creative process. Frontiers in Human Neuroscience, 8, 1-8. https://doi.org/10.3389/fnhum.2014.00436.
Pandey, S., & Srivastava, S. (2016). Antecedents of customer purchase intention. IOSR Journal of Business and Management, 18(10), 55–82. https://doi.org/10.9790/487X-1810035582.
Prahalad, C. K., & Ramaswamy, V. (2004). The Future of Competition: Co-Creating Unique Value with Customers. Harvard Business School Press.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer Endorsements in Advertising. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898.
Sintia, L., Masnita, Y., & Kurniawati, K. (2023). The determinants of purchase intention in social commerce. Jurnal Manajemen Bisnis, 14(1), 214–237.
Tajvidi, M., Richard, M., Wang, Y., & Hajli, N. (2020). Brand co-creation through social commerce information sharing. Journal of Business Research, 121, 476-486. https://doi.org/10.1016/j.jbusres.2018.06.008.
Taeratanachai, C., Wonglorsaichon, P., & Agmapisarn, C. (2024). Relationship quality as a mediator of the effects of social commerce on purchase intentions. ABAC Journal, 44(2), 94–122. https://doi.org/10.59865/abacj.2024.20.
Van der Heide, B., & Lim, Y. S. (2016). On the conditional cueing of credibility heuristics. Communication Research, 43(5), 672–693. https://doi.org/10.1177/0093650214565915.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Wang, B., Cham, T.-H., & Phau, I. (2025). “Their posts attracted me!”: Unveiling the effect of social media influencers’ attributes on relationship quality and purchase intention. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-02-2025-0068.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior. Journal of Business Research, 66(9), 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026.
Zhang, J., Jiang, Y., Shabbir, R., & Du, M. (2015). Building industrial brand equity by leveraging firm capabilities and co-creating value. Industrial Marketing Management, 51, 47–58. https://doi.org/10.1016/j.indmarman.2015.05.016.
Zhang, Y., Liu, Y., & Tao, W. (2022). The influence of tourists’ online value co-creation behavior on consumer–brand relationship quality. Frontiers in Psychology, 13, 950546. https://doi.org/10.3389/fpsyg.2022.950546.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Cesilia Felicia Laura Toda, Yolanda Masnita, Husna Leila Yusran
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
