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What is Shsconf Icprss2022 03021 about?

This study examines the influence of Key Opinion Leaders (KOL) traits on consumer engagement in live-streaming e-commerce, highlighting the mediating role of consumer confusion and the moderating effect of platform enabling. Findings from 368 valid samples indicate that KOL traits negatively impact consumer confusion, which in turn affects consumer engagement, while platform enabling enhances the relationship between KOL traits and consumer confusion. The research provides insights for businesses to improve

Author

trinhhangsyt

Language

EN