Online opinion leadership styles and purchase intention in livestreaming e-commerce

Ma, Jun; Chen, Jianyu; Zhang, Guanxu; Chen, Siyu

doi:10.1080/02642069.2024.2392157

The Service Industries Journal

2024

DOI: 10.1080/02642069.2024.2392157

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Online opinion leadership styles and purchase intention in livestreaming e-commerce

Jun Ma,

Jianyu Chen,

Guanxu Zhang

et al.

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2024

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Cited by 3 publications

References 95 publications

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Customer trust and willingness to use shopping assistant humanoid chatbot

Wang,

Mohsin,

Jamil

2024

The Service Industries Journal

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Customer trust and willingness to use shopping assistant humanoid chatbot

Wang,

Mohsin,

Jamil

2024

The Service Industries Journal

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What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

Fakhreddin

2024

Journal of Promotion Management

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How Key Opinion Leaders’ Expertise and Renown Shape Consumer Behavior in Social Commerce: An Analysis Using a Comprehensive Model

Chen,

Lin,

Huang

et al. 2024

JTAER

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The advent of social commerce platforms fueled by the growing commercialization of social media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates the pivotal role of key opinion leaders (KOLs), particularly YouTubers, in shaping consumer purchasing behavior. Recognizing the powerful influence exerted by KOLs, we examined their ability to promote product diffusion through credibility, specialized knowledge, and strategic word-of-mouth campaigns. This study employs a robust theoretical framework that foregrounds the influence of KOLs while integrating critical constructs, such as perceived value and risk, into a comprehensive model. Our empirical analysis, based on data from 411 valid responses, yields the following insights: the expertise and renown of KOLs exert a profound effect on consumer purchase intentions; consumer perceptions of value positively correlate with trust, whereas perceived risk negatively affects it; and trust mediates the relationship between KOL characteristics (popularity and professionalism) and consumers’ relationship strength with purchase intentions. The findings advocate leveraging KOLs’ renown and expertise while mitigating perceived risks to amplify consumer purchase intentions, thus providing actionable strategies for marketers in the burgeoning social commerce landscape.

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Online opinion leadership styles and purchase intention in livestreaming e-commerce

Cited by 3 publications

References 95 publications

Customer trust and willingness to use shopping assistant humanoid chatbot

Customer trust and willingness to use shopping assistant humanoid chatbot

What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

How Key Opinion Leaders’ Expertise and Renown Shape Consumer Behavior in Social Commerce: An Analysis Using a Comprehensive Model

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