@article{ART003212743},
author={Huilu Hou and Jaewon Hong},
title={The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2025},
volume={30},
number={6},
pages={195-203}
TY - JOUR
AU - Huilu Hou
AU - Jaewon Hong
TI - The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type
JO - Journal of The Korea Society of Computer and Information
PY - 2025
VL - 30
IS - 6
PB - The Korean Society Of Computer And Information
SP - 195
EP - 203
SN - 1598-849X
AB - With the rapid development of social media, KOL(Key Opinion Leader) marketing is playing an increasingly important role in Chinese SNS. The purpose of this study is to investigate the mechanisms by which KOL characteristics(Professionalism, Recognition, Involvement and Interactivity) influence consumers' purchase intention in Chinese SNS, with a focus on analysing the moderating role of product type(Fashion and Daily Necessities) in this process. In this study, the questionnaire method was used to collect data from the Chinese sample and to analyse the data. The results of the analyses show that KOL's professionalism, popularity, product involvement, and interactivity significantly affect consumers' purchase intention in China. However, product type reduces the influence of KOL's awareness and product involvement on purchase intention, especially for clothing items. This study will provide a theoretical basis and practical guidance for KOL marketing practices on Chinese SNS, helping brands to better select KOLs, formulate marketing strategies, and improve marketing effectiveness.
KW - Consumer Behavior;Key Opinion Leader;Purchase Intention;Product Type;SNS Marketing
DO -
UR -
ER -
Huilu Hou and Jaewon Hong. (2025). The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type. Journal of The Korea Society of Computer and Information, 30(6), 195-203.
Huilu Hou and Jaewon Hong. 2025, "The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type", Journal of The Korea Society of Computer and Information, vol.30, no.6 pp.195-203.
Huilu Hou, Jaewon Hong "The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type" Journal of The Korea Society of Computer and Information 30.6 pp.195-203 (2025) : 195.
Huilu Hou, Jaewon Hong. The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type. 2025; 30(6), 195-203.
Huilu Hou and Jaewon Hong. "The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type" Journal of The Korea Society of Computer and Information 30, no.6 (2025) : 195-203.
Huilu Hou; Jaewon Hong. The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type. Journal of The Korea Society of Computer and Information, 30(6), 195-203.
Huilu Hou; Jaewon Hong. The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type. Journal of The Korea Society of Computer and Information. 2025; 30(6) 195-203.
Huilu Hou, Jaewon Hong. The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type. 2025; 30(6), 195-203.
Huilu Hou and Jaewon Hong. "The Influence of KOL Characteristics on Consumer Purchase Intention in Chinese SNS: The Moderating Role of Product Type" Journal of The Korea Society of Computer and Information 30, no.6 (2025) : 195-203.
