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Research on the Impact of KOL on the Luxury-Purchasing Intentions of Chinese Millennial Consumers

Dian Chen

Abstract


This study explores the influence of KOLs on the propensity of Chinese millennial customers to acquire luxury products. Based on the summary of previous research results, this paper sets variables in terms of KOL characteristics and recommendation information characteristics, uses the perceived value as a mediating variable, and introduces the SOR model to explore the influence mechanism of KOL on the propensity of Chinese millennial customers to purchase luxury products. Combining the research process and findings, this study proposes relevant suggestions for developing KOL and transforming the digital marketing of luxury brands to enhance consumers' purchase intention.


Keywords


KOL; Luxury Products; Purchase Intention

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References


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DOI: http://dx.doi.org/10.18686/fm.v8i2.8540

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