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Effect of KOLs’ persuasiveness on impulsive buying behaviors: live streaming commerce

This study applies the Stimulus-Organism-Response (S-O-R) to clarify how the characteristics of Key Opinion Leaders (KOLs) in live streaming commerce affect impulsive buying behavior. While prior studies primarily focused on marketing activities rather than the direct impact of KOLs’ perceived persu...

Whakaahuatanga katoa

I tiakina i:
Ngā kaituhi matua: Mai Dong Tran, Kim Phuc Ta, Huong Thao Luu, Ngoc Bao Tram Ta, Minh Y Nhi Vo, Anh Sao Pham
Hōputu: Artigo
Reo:Inglês
I whakaputaina: Taylor & Francis Group 2025-12-01
Rangatū:Cogent Business & Management
Ngā marau:
Key opinion leader
live streaming commerce
impulse buying
perceived persuasiveness
deal proneness
FOMO
Urunga tuihono:https://www.tandfonline.com/doi/10.1080/23311975.2025.2476709
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