@article{ART003090609},
author={Cong-Ying Sun and Jin-Yan Tian},
title={The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={6},
pages={211-221},
doi={10.9708/jksci.2024.29.06.211}
TY - JOUR
AU - Cong-Ying Sun
AU - Jin-Yan Tian
TI - The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 6
PB - The Korean Society Of Computer And Information
SP - 211
EP - 221
SN - 1598-849X
AB - Live streaming commerce has emerged as an innovative e-commerce model. This study, based on the Elaboration Likelihood Model (ELM), aims to explore the impact of Key Opinion Consumers' (KOCs) attributes in live streaming commerce on purchase intentions on short video platforms. A survey was conducted with 411 consumers, and data analysis and hypothesis testing were performed using SPSS 24.0 and AMOS 23.0 software. Research has found that differences in consumers' information processing abilities lead to different pathway selections. Central route factors such as recommendation consistency, product involvement, and professionalism, as well as peripheral route factors such as recommendation timeliness, all have significant positive effects on consumers' purchase intention.
However, visual cues in the peripheral route do not have a significant impact. This study aims to provide theoretical support and practical guidance for the development of the live streaming commerce industry, and to help companies adjust their promotion strategies based on differences in consumer information processing, thereby improving purchase conversion rates.
KW - Live Streaming Commerce;Key Opinion Consumer;Purchase Intention;Elaboration Likelihood Model;Central Route;Peripheral Route
DO - 10.9708/jksci.2024.29.06.211
ER -
Cong-Ying Sun and Jin-Yan Tian. (2024). The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce. Journal of The Korea Society of Computer and Information, 29(6), 211-221.
Cong-Ying Sun and Jin-Yan Tian. 2024, "The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce", Journal of The Korea Society of Computer and Information, vol.29, no.6 pp.211-221. Available from: doi:10.9708/jksci.2024.29.06.211
Cong-Ying Sun, Jin-Yan Tian "The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce" Journal of The Korea Society of Computer and Information 29.6 pp.211-221 (2024) : 211.
Cong-Ying Sun, Jin-Yan Tian. The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce. 2024; 29(6), 211-221. Available from: doi:10.9708/jksci.2024.29.06.211
Cong-Ying Sun and Jin-Yan Tian. "The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce" Journal of The Korea Society of Computer and Information 29, no.6 (2024) : 211-221.doi: 10.9708/jksci.2024.29.06.211
Cong-Ying Sun; Jin-Yan Tian. The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce. Journal of The Korea Society of Computer and Information, 29(6), 211-221. doi: 10.9708/jksci.2024.29.06.211
Cong-Ying Sun; Jin-Yan Tian. The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce. Journal of The Korea Society of Computer and Information. 2024; 29(6) 211-221. doi: 10.9708/jksci.2024.29.06.211
Cong-Ying Sun, Jin-Yan Tian. The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce. 2024; 29(6), 211-221. Available from: doi:10.9708/jksci.2024.29.06.211
Cong-Ying Sun and Jin-Yan Tian. "The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce" Journal of The Korea Society of Computer and Information 29, no.6 (2024) : 211-221.doi: 10.9708/jksci.2024.29.06.211
