Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions

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...

Full description

Saved in:
Bibliographic Details
Main Authors: Jinpeng Wen, Xiaohua Li, Hongxing Han
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
key opinion leader
SOR model
LDA topic mining
PAD theory
live-streaming e-commerce
Online Access:https://www.mdpi.com/0718-1876/20/2/108
Tags: Add Tag
No Tags, Be the first to tag this record!

Similar Items

Similar Items