Back Issues 11-20

THE EFFECT OF KEY OPINION LEADERS’ CHARACTERISTICS ON PURCHASE INTENTION: A STUDY OF TIKTOK LIVE COMMERCE IN CHINA

Zhou Fu Lin

Department of Business Administration, Fu Jen Catholic University, Taiwan

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Kai-Ping Huang*

Department of Business Administration, MBA Program in International Management,

Fu Jen Catholic University, Taiwan

*Corresponding Author:This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

The purpose of this research is to explore whether key opinion leaders’ characteristics affects consumers’ purchase intention. In modern times, the existence and competitive advantage of businesses, particularly retailers, depend heavily on the social media presence of key opinion leaders and the promotion of their goods.

This research surveyed consumers on both sides of the strait, using China's Tiktok live commerce as an example. The data gathered from surveys was analyzed using SPSS 27 and AMOS 27, and the theoretical framework suggested in this research was confirmed. The findings demonstrate the verification of the five theoretical framework proposed hypotheses, all of which exhibit significant association. The aim of the research is to provide merchants a key social media marketing manual, offer recommendations on how to select key opinion leaders for social media platforms and consumers.

Keywords: Key Opinion Leaders’ Characteristics, Purchase intention, Social media