Using the Schwartz value system, this study explored the personal values of consumers related to fair trade product consumption. This study further investigated how the values determine beliefs, attitudes and purchase intentions associated with fair trade non-food products. Data were collected using an online survey from a random sample of 1824 nationwide consumers. The results of this study revealed that fair trade purchasers show a higher level of self-transcendence (universalism, benevolence) and openness to change values (self-direction, stimulation) than non-purchasers. These values also have positive effects on the formation of beliefs, attitudes and purchase intentions pertaining to fair trade non-food products. Fair trade purchasers were also found to possess distinctive sociodemographic characteristics concerning age, education and income. Findings can offer marketers specific information regarding consumers' motivations to purchase fair trade goods, which can improve targeting of products and ultimately increase the business and benefits of fair trade.

Watching beauty YouTube channels when searching for product information and learning how to do makeup is becoming very popular among young women. This study focused on the parasocial interactions that arise between beauty YouTubers and viewers during video viewings. We examined the effects of parasocial interactions on consumer purchase intentions through vicarious experience and perceived risk. Data from 318 Korean women in their 20s validated the hypothesized research model. We used AMOS 25.0 to conduct structural equation modeling with maximum likelihood estimation. Our analysis showed that parasocial interactions promote viewers' vicarious experiences of content diagnosticity and vicarious expression, which in turn reduce risk perceptions and increase viewers' purchase intentions. This study provides evidence supporting the applicability of parasocial interactions as a theoretical framework to explain consumer perceptions of virtual relationships and their impacts on consumers' vicarious experiences and purchase decision processes in the YouTube environment. The results also indicate that strengthening parasocial interactions between presenters and viewers can make beauty YouTube channels more effective marketing tools. However, the generalizability of the results is limited to beauty YouTube contexts involving large numbers of subscribers.

Purpose-Online consumer reviews play an important role in influencing consumers' purchasing decisions by providing a wealth of information about products and services. Framed by uncertainty reduction theory, the purpose of this paper is to examine consumer perceptions of online consumer reviews and effects on consumer attitudes and usage behaviors in relation to individual characteristics. Design/methodology/approach-Data were randomly collected from 1,930 US online consumer review users using an online survey. Findings-The researchers found that consumers perceived both benefits and costs from online consumer reviews and that both benefits and costs influenced consumer attitudes toward, and usage behaviors of, online consumer reviews. Individual characteristics-confidence in the information process and consumer susceptibility to interpersonal influence-were shown to determine how online consumer reviews were perceived. Originality/value-The results provide insight to retailers and marketers as to how they can use consumer reviews for their products or services to improve business performance.