Unpacking Unboxing Video-Viewing Motivations: The Uses and Gratifications Perspective and the Mediating Role of Parasocial Interaction on Purchase Intent

Abstract

Drawing on the uses and gratifications (U&G) perspective, this study examines consumers’ YouTube unboxing video-viewing motivations and their influence on purchase intent. The results of a survey of 317 respondents showed a significant mediating role of parasocial interaction (PSI) with unboxers, suggesting that PSI influences viewers to consider buying products featured in the videos. Specifically, entertainment and interpersonal utility motivations were fully mediated by PSI to affect purchase intent; however, the information-seeking motivation was not mediated by PSI, as it instead directly affected purchase intent. The pass-time motivation was not mediated by PSI and was negatively influenced purchase intent. The findings show how unboxers can influence consumers’ decision making depending on individuals’ different motivations for watching unboxing videos. Also, through a mediation analysis, this study demonstrates the underlying mechanisms of unboxing video consumption and how the videos serve as a promotional channel. Managerial implications for marketers are also discussed regarding how unboxing videos can be incorporated in their promotional mix as an advertising tactic.

Keywords:

• Unboxing
• YouTube
• user-generated content
• parasocial interaction
• uses and gratifications

Acknowledgments

The author thanks the two anonymous reviewers and the editor for their insightful suggestions on revising and strengthening the manuscript.

Notes

1 The Big Bang Theory, season 5, episode 15: https://www.youtube.com/watch?v=NPl_COJySDM.