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What is KOCs Influence on Purchase Intent in China about?

This study investigates the influence of Key Opinion Consumers (KOCs) on purchase intentions among social commerce users in China, particularly on the Xiaohongshu platform. Findings indicate that KOCs directly enhance purchase intentions while perceived risk negatively impacts both purchase intention and customer trust, with trust serving as a crucial moderator. The research highlights the importance of managing perceived risks and fostering customer trust to improve consumer engagement and drive sales in s

Author

kieudangkhoa6dph

Language

EN