Comprehensive Evaluation of KOL’s Guiding Mechanism and Influence in E-commerce Live Streaming Carrying Mode-Reference-Cited by-同舟云学术

Comprehensive Evaluation of KOL’s Guiding Mechanism and Influence in E-commerce Live Streaming Carrying Mode

Published:2024-01-01 Issue:1 Volume:9 Page:
ISSN:2444-8656
Container-title:Applied Mathematics and Nonlinear Sciences
language:en
Short-container-title:

Author:

Luo Jie¹,Lv Xiaohui²,Liu Hongya³

Affiliation:

1. School of Economics and Management , Hunan Applied Technology University , Changde , Hunan , , China .

2. XIANGYA CHANGDE HOSPITAI , Changde , Hunan , , China .

3. Mental Health Education Center of Hunan Institute of Applied Technology , Changde , Hunan , , China .

Abstract

Abstract In the rapidly evolving live broadcast economy, Key Opinion Leaders (KOLs) are reshaping e-commerce by promoting products in real-time. Our study investigates this phenomenon using a sophisticated model of user interaction and behavior guidance among KOLs. By proposing a multichannel decision-making model that includes KOLs, brands, and traditional retailers, we aim to understand the dynamics of profit-driven decisions and their impacts. Analyzing data from 25 KOL anchors, we find a notable trend. Despite positive skewness in daily sales and conversion rates, there’s a range of fluctuation (0 to 13) that hints at diminishing returns from KOL live broadcasts, ultimately affecting the effectiveness of influencing consumer behavior.

Publisher

Walter de Gruyter GmbH

Link

https://www.sciendo.com/pdf/10.2478/amns-2024-1010

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