| Issue |
SHS Web Conf.
Volume 148, 2022
The 2nd International Conference on Public Relations and Social Sciences (ICPRSS 2022)
|
|
|---|---|---|
| Article Number | 03021 | |
| Number of page(s) | 7 | |
| Section | Public Relations and Gender Equality Analysis | |
| DOI | https://doi.org/10.1051/shsconf/202214803021 | |
| Published online | 31 October 2022 | |
The Impact of Live-Streaming E-commerce Key Opinion Leader Traits on Consumer Engagement——Based on the Mediating and Moderating Effect of Consumer Confusion and Platform Enabling
Ningbo University, Zhejiang, 315211, China
* Corresponding author: xiashibin98@163.com
Live-streaming e-commerce has become a significant technique for businesses to perform marketing operations because to the rapid development of social emerging media. Consumers are more exposed to live shopping, and in order to save time and money, they rely more on Key Opinion Leaders (KOL). KOLs deliver more thorough product information to customers, eliminate buyer confusion, and improve consumer engagement behaviors. As a result, this study investigates the impact of KOL traits in connection to consumer engagement and offers a moderated mediation model to investigate if customer confusion serves as a mediating factor and whether this process is controlled by platform enabling. The findings of the empirical investigation, which used 368 valid samples, reveal that: consumer confusion partially mediates the association between KOL traits and consumer engagement; and platform enabling positively moderates the relationship between KOL traits and consumer confusion. These findings have significant implications for businesses looking to improve the quality of their marketing initiatives and broaden their market reach.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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