The Influence of Key Opinion Consumers in Social E-Commerce on Consumers' Purchase Intention

Abstract

This study focuses on social e-commerce, specifically the characteristics of social e-commerce Key Opinion Consumers (KOCs), and establishes a model based on the Stimulus-Organism-Response (SOR) theory to explore the impact mechanism of KOC content marketing on consumers purchase intentions. Through a questionnaire survey, 270 valid samples were collected. SPSS data analysis revealed that the authenticity, homogeneity, professionalism, visual cues of content, and interactivity of KOCs can effectively stimulate consumers purchase intentions. The research outlines the influencing factors of KOC content marketing on consumers purchase intentions from both the KOC subject and content perspectives, filling the gap in traditional influencer marketing that overlooks the uniqueness of KOC marketing. From a practical perspective, it is recommended that brands, when refining KOC operations, strengthen the real experience output of KOCs, the expression of homogeneity within communities, and the professional adaptation of content. At the same time, attention should be given to the visual effects and interaction frequency of KOC content to meet consumers deep needs for authentic information and identity recognition.