How Key Opinion Leaders’ Expertise and Renown Shape Consumer Behavior in Social Commerce: An Analysis Using a Comprehensive Model DOI Creative Commons

Yuheng Chen,

I‐Kai Lin,

Ching‐I Huang

et al.

Journal of theoretical and applied electronic commerce research, Journal Year: 2024, Volume and Issue: 19(4), P. 3370 - 3385

Published: Nov. 30, 2024

The advent of social commerce platforms fueled by the growing commercialization media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates pivotal role key opinion leaders (KOLs), particularly YouTubers, shaping consumer purchasing behavior. Recognizing powerful influence exerted KOLs, we examined their ability to promote product diffusion through credibility, specialized knowledge, strategic word-of-mouth campaigns. employs robust theoretical framework that foregrounds KOLs while integrating critical constructs, such as perceived value risk, into comprehensive model. Our empirical analysis, based on data from 411 valid responses, yields following insights: expertise renown exert profound effect purchase intentions; perceptions positively correlate with trust, whereas risk negatively affects it; trust mediates relationship between KOL characteristics (popularity professionalism) consumers’ strength intentions. findings advocate leveraging KOLs’ mitigating risks amplify intentions, thus providing actionable strategies for marketers burgeoning landscape.

Language: Английский

Avatars at the forefront: how collaboration types influence purchase intention DOI
Shengliang Zhang,

Maierdan Mahemuti,

Jing Tang

et al.

Service Industries Journal, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 35

Published: Feb. 4, 2025

Language: Английский

Citations

1
Captivating consumers: the role of broadcaster image and speech rate in enhancing engagement in e-commerce live streaming DOI
Mingyao Hu, Sohail S. Chaudhry, Zhongzhi Liu

et al.

Enterprise Information Systems, Journal Year: 2025, Volume and Issue: unknown

Published: April 29, 2025

Language: Английский

Citations

0
Forecasting Sales in Live-Streaming Cross-Border E-Commerce in the UK Using the Temporal Fusion Transformer Model DOI Creative Commons
Qi Zhang, Xue Li, Pengbin Gao

et al.

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 92 - 92

Published: May 2, 2025

As globalization deepens and the digital economy rapidly develops, cross-border e-commerce, especially live-streaming has emerged as a significant driver of international trade growth. However, highly unpredictable sales demand in this sector external factors such COVID-19 pandemic Brexit have posed challenges accurately forecasting within UK e-commerce market. To address these challenges, we propose novel framework utilizing Temporal Fusion Transformer (TFT) model. Our multimodal approach integrates diverse time series data, including historical sales, key opinion leader (KOL) influence, seasonal patterns. The model demonstrated consistently lower Mean Absolute Error (MAE), Root Squared (RMSE), (MSE) across all horizons compared to other machine learning approaches, Long Short-Term Memory (LSTM), Convolutional Neural Networks (CNN), Gated Recurrent Unit(GPU)-accelerated architectures. Furthermore, it exhibited significantly superior performance over traditional time-series methods Autoregressive Integrated Moving Average (ARIMA) This research proposes phased for short-term, medium-term, long-term forecasting, providing fresh perspective product studies offering theoretical support enterprises life cycle management.

Language: Английский

Citations

0
Customer trust and willingness to use shopping assistant humanoid chatbot DOI

Youhua Wang,

Muhammad Mohsin, Khalid Jamil

et al.

Service Industries Journal, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 25

Published: Dec. 2, 2024

In the digital age, brands use chatbots to address customer queries promptly. However, more research is needed on factors that build trust in chatbots, which crucial for their willingness them. This study explores two main aspects of understanding this trust: perceptions new technology acceptance (ease and usefulness) humanoid attributes (anthropomorphism, emotional intelligence, Personalization). Survey data from 363 Chinese online shoppers were analyzed using structural equation modeling. The results show significantly influence trust, positively impacting chatbots. Additionally, mediates relationship between these desire These findings offer valuable insights chatbot developers fostering enhancing usage shopping.

Language: Английский

Citations

2
What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions DOI
Farbod Fakhreddin

Journal of Promotion Management, Journal Year: 2024, Volume and Issue: 31(1), P. 1 - 38

Published: Oct. 23, 2024

Instagram as a social media platform has gained prominence the medium of influencer marketing practices targeting consumers beauty products, yet little is known about source characteristics affecting opinion leadership resulting in consumers' purchasing behavior. Thus, this work examines effects influencers' attributes (credibility, attractiveness, innovativeness, and sense humor) on their perceived its subsequent impacts behavioral intentions. The research also analyzes complementary moderating parasocial relationship identity reinforcing implications leadership. Empirical results from 202 followers reveal that credibility, humor exert positive influence which subsequently enhances levels word-of-mouth, purchase, loyalty Besides, strengthens word-of-mouth purchase findings not only contribute to theory leadership, but have beneficial enabling brands develop effectual communication strategies.

Language: Английский

Citations

1
How Key Opinion Leaders’ Expertise and Renown Shape Consumer Behavior in Social Commerce: An Analysis Using a Comprehensive Model DOI Creative Commons

Yuheng Chen,

I‐Kai Lin,

Ching‐I Huang

et al.

Journal of theoretical and applied electronic commerce research, Journal Year: 2024, Volume and Issue: 19(4), P. 3370 - 3385

Published: Nov. 30, 2024

The advent of social commerce platforms fueled by the growing commercialization media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates pivotal role key opinion leaders (KOLs), particularly YouTubers, shaping consumer purchasing behavior. Recognizing powerful influence exerted KOLs, we examined their ability to promote product diffusion through credibility, specialized knowledge, strategic word-of-mouth campaigns. employs robust theoretical framework that foregrounds KOLs while integrating critical constructs, such as perceived value risk, into comprehensive model. Our empirical analysis, based on data from 411 valid responses, yields following insights: expertise renown exert profound effect purchase intentions; perceptions positively correlate with trust, whereas risk negatively affects it; trust mediates relationship between KOL characteristics (popularity professionalism) consumers’ strength intentions. findings advocate leveraging KOLs’ mitigating risks amplify intentions, thus providing actionable strategies for marketers burgeoning landscape.

Language: Английский

Citations

0