Abstract

The goal of this study is to examine the effects of para-social interaction(PSI) with broadcasting jockey(BJ) on brand engagement and purchase intention in one person Internet broadcasting media. In addition, this study investigates the moderated mediating effects of social presence by big five personality traits. A total of 247 university students were asked to participate in self-administered online survey. To test proposed hypotheses, a series of pearson correlation test and moderated mediation test using SPSS macro were conducted. It was found that PSI exerted direct effects on brand engagement and purchase intention each as well as indirect effects via social presence. The mediation effects of social presence in the relationship between PSI and brand engagement were significantly moderated by conscientiousness and extraversion. Finally, the mediation effects of social presence in the relationship between PSI and purchase intention were significantly moderated by conscientiousness, extraversion, and agreeableness. This study contributes to the understanding of the importance of creating PSI with BJ in one person Internet broadcasting media and the moderated mediating role of social presence by big five personality traits. Practical implications in regards to BJ’s effective communication strategies and the development of related industry are discussed.