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What is KOL Characteristics Impact on Purchase Intent about?

This study examines how the characteristics of key opinion leaders (KOLs) influence consumer purchase intentions in live streaming commerce (LSC) using dual-systems theory. Data from 467 consumers in China revealed that KOL traits such as attractiveness, trustworthiness, and expertise positively impact purchase intentions, with unconscious thought playing a significant role in decision-making. The findings suggest that selecting the right KOL can enhance consumer engagement and sales in the LSC environment.

Author

farizdwijanuardi

Language

EN