A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

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Reference:

He, W., & Jin, C. (2024). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 24(2), 1235–1265. https://doi-org.devinci.idm.oclc.org/10.1007/s10660-022-09651-8

Keywords: Live streaming commerce · Dual-systems theory · Key opinion leader ·
Unconscious thought · Characteristics · Purchase intention

Summary :

This study examines how Live Streaming Commerce influences consumers’ purchase intentions through the characteristics of Key Opinion Leaders (KOLs). LSC combines e-commerce with real-time social interaction, where KOLs promote products through demonstrations, expertise, and engagement with consumers.

Development : 

Live streaming commerce (hereinafter LSC) is an emerging subset of e-commerce
embedded with real-time social interaction on a live streaming platform
between consumers and live streamers

key opinion leader (KOL)

plays a significant role in increasing product sales by providing a comprehensive evaluation of the product based on real use experience and expertise in product. Consequently, this improves trust levels among consumers,

selecting appropriate KOL to increase purchase intention in LSC is both a practical need for enterprises to sell their products and an important theoretical issue worth exploring.

Charactertistics of Key Opinion Leaders (KOL)

  • Attractiveness: physical appearance, pleasant voice, and charisma
  • Credibility: perceived integrity and sincerity
  • Expertise: knowledge and competence in a specific field.

Product category :

The authors categorize products into utilitarian and hedonic goods.
Utilitarian goods (e.g., digital products and home appliances) are products or services
characterized by instrumentality and functionality.

hedonic goods (e. g., jewelry, designer clothes, and bags) refer to products or services
that are primarily characterized by emotional and sensory experiences such as
aesthetic, sensory enjoyment, fantasy, and pleasure.

Dual systems theory and stimulus–organism–response theory:

DST and SOR are common theories in the field of consumer behavior research,
which are often used to explain consumer’s purchase decisions,

DST indicates that the generation and difference of consumer behavior depend on
the attributes of information received by the consumer : cold systems , rational systems and the reflective systems.

the activation of systems 2 is conscious, relies on individual analysis, and requires individuals to concentrate on thinking and integrating information, which is relatively slow.

KOL characteristics and purchase intention:

H1 Expertise is positively related to consumers’ purchase intention.

H2 Trustworthiness is positively related to consumers’ purchase intention.

H3 Attractiveness is positively related to consumers’ purchase intention

mediators : systems 1 and 2.

Research methodology :

Data was collected through a questionnaire survey with 467 valid responses.

Key findings:

-The three KOL characteristics : attractiveness, trustworthiness, and expertise  positively influence consumers’ purchase intention. (H1, H2, and H3 supported).

-Two decision-making pathways were identified:

  • Attractiveness → System 1 thinking → Purchase intention
  • Trustworthiness & expertise → System 2 thinking → Purchase intention.

-The mediating effect of experiential thinking remained significant for both utilitarian and hedonic products, meaning attractiveness consistently drives purchase intention in live-stream commerce.

-Emotional resonance and physical attractiveness can trigger impulsive buying.

-The study suggests that future KOL selection models should integrate contextual factors such as uncertainty and emotional influence in live-stream commerce.