TY - JOUR
T1 - How KOLs Influence Consumer Purchase Intention in Short Video Platforms
T2 - Mediating Effects of Emotional Response and Virtual Touch
AU - Gong, Xuandi
AU - Ren, Jinluan
AU - Zeng, Li
AU - Xing, Rubin
N1 - Publisher Copyright:
Copyright © 2022, IGI Global.
PY - 2022
Y1 - 2022
N2 - In recent years, key opinion leader (KOL) marketing opens up a new mode of social commerce by effectively integrating social networking and marketing since it has been successfully taking advantage of KOL’s high popularity to promote products. This study expands the stimulus-organism-response (S-O-R) model by combining the communication persuasion theory with the flow experience theory. The model considers the characteristics of KOLs and published content features as independent variables, consumer perception as the mediating variable, and consumer purchase intention as the dependent variable. This study also refines the measurement dimensions of each variable and analyzes KOL impacts on consumer purchase intention on short video platforms. After analyzing 357 valid questionnaires, the authors find that the variables—reputation, perceived fit, aesthetic quality, and content richness—have significant impacts on consumer purchase intention where virtual touch and emotional response play intermediary roles. This study provides insights into KOL marketing.
AB - In recent years, key opinion leader (KOL) marketing opens up a new mode of social commerce by effectively integrating social networking and marketing since it has been successfully taking advantage of KOL’s high popularity to promote products. This study expands the stimulus-organism-response (S-O-R) model by combining the communication persuasion theory with the flow experience theory. The model considers the characteristics of KOLs and published content features as independent variables, consumer perception as the mediating variable, and consumer purchase intention as the dependent variable. This study also refines the measurement dimensions of each variable and analyzes KOL impacts on consumer purchase intention on short video platforms. After analyzing 357 valid questionnaires, the authors find that the variables—reputation, perceived fit, aesthetic quality, and content richness—have significant impacts on consumer purchase intention where virtual touch and emotional response play intermediary roles. This study provides insights into KOL marketing.
KW - Emotional Response
KW - Key Opinion Leader
KW - Purchase Intention
KW - Short Video Platform
KW - Virtual Touch
UR - http://www.scopus.com/inward/record.url?scp=85149674094&partnerID=8YFLogxK
U2 - 10.4018/IJISSS.287576
DO - 10.4018/IJISSS.287576
M3 - Article
AN - SCOPUS:85149674094
SN - 1935-5688
VL - 14
JO - International Journal of Information Systems in the Service Sector
JF - International Journal of Information Systems in the Service Sector
IS - 1
M1 - 76
ER -