Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions
This study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a resea...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-05-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/2/108 |
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| author | Jinpeng Wen Xiaohua Li Hongxing Han |
| author_facet | Jinpeng Wen Xiaohua Li Hongxing Han |
| author_sort | Jinpeng Wen |
| collection | DOAJ |
| description | This study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a research framework integrating the stimulus–organism–response (SOR) model with pleasure–arousal–dominance (PAD) theory. Results indicate that KOL characteristics—namely professionalism, popularity, attractiveness, and entertainment—enhance users’ pleasure, arousal, and trust. These emotions boost impulse buying intentions but not planned ones. Planned purchase intention acts as a partial mediator, whereas impulse purchase intention serves as a full mediator. This research uncovers the intricate mechanism linking KOL traits to user emotions and purchase intentions. By integrating PAD theory and the SOR model, it examines emotional mediators, addresses prior theoretical gaps, offers vital insights for refining live-streaming marketing strategies, and holds substantial theoretical and practical significance for the sustainable growth of live-streaming e-commerce. |
| format | Article |
| id | doaj-art-0af3faa392e44f8294a236b6ecde5bdd |
| institution | Kabale University |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-0af3faa392e44f8294a236b6ecde5bdd2025-08-20T03:27:23ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-05-0120210810.3390/jtaer20020108Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase IntentionsJinpeng Wen0Xiaohua Li1Hongxing Han2School of Journalism and Communication, South China University of Technology, Guangzhou 510006, ChinaSchool of Journalism and Communication, South China University of Technology, Guangzhou 510006, ChinaSchool of Journalism and Communication, South China University of Technology, Guangzhou 510006, ChinaThis study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a research framework integrating the stimulus–organism–response (SOR) model with pleasure–arousal–dominance (PAD) theory. Results indicate that KOL characteristics—namely professionalism, popularity, attractiveness, and entertainment—enhance users’ pleasure, arousal, and trust. These emotions boost impulse buying intentions but not planned ones. Planned purchase intention acts as a partial mediator, whereas impulse purchase intention serves as a full mediator. This research uncovers the intricate mechanism linking KOL traits to user emotions and purchase intentions. By integrating PAD theory and the SOR model, it examines emotional mediators, addresses prior theoretical gaps, offers vital insights for refining live-streaming marketing strategies, and holds substantial theoretical and practical significance for the sustainable growth of live-streaming e-commerce.https://www.mdpi.com/0718-1876/20/2/108key opinion leaderSOR modelLDA topic miningPAD theorylive-streaming e-commerce |
| spellingShingle | Jinpeng Wen Xiaohua Li Hongxing Han Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions Journal of Theoretical and Applied Electronic Commerce Research key opinion leader SOR model LDA topic mining PAD theory live-streaming e-commerce |
| title | Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions |
| title_full | Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions |
| title_fullStr | Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions |
| title_full_unstemmed | Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions |
| title_short | Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions |
| title_sort | emotional resonance and buying behavior in live streaming a study on kol influence and the mediation of purchase intentions |
| topic | key opinion leader SOR model LDA topic mining PAD theory live-streaming e-commerce |
| url | https://www.mdpi.com/0718-1876/20/2/108 |
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