A study on the influence of key opinion leaders on consumer purchasing behavior in online live streaming

Abstract

The widespread adoption of the Internet and smart devices in China has fueled the rapid growth of live streaming as a mainstream marketing strategy, valued for its interactivity and real-time engagement. However, industry expansion has also raised concerns regarding content quality inconsistencies and data falsification, necessitating regulatory oversight. Grounded in communication persuasion theory and the S-O-R (Stimulus-Organism-Response) model, this study develops a theoretical framework to explore the influence of key opinion leader (KOL) characteristics on purchasing behavior through consumer trust. It specifically examines how KOL traits, professionalism, popularity, interactivity, and personal charm affect consumer trust and how trust mediates the relationship between KOL characteristics and purchasing behavior. Analysis of the questionnaire survey data reveals that KOL professionalism, popularity, interactivity, and personal charm significantly enhance consumer trust, which, in turn, facilitates purchasing behavior. The findings confirm that consumer trust serves as a mediating factor between KOL characteristics and purchasing decisions. Based on these results, this study offers targeted recommendations for KOLs, brand owners, and consumers, providing both theoretical insights and practical guidance for the sustainable development of the live streaming e-commerce industry