Research on the Impact of KOL on the Luxury-Purchasing Intentions of Chinese Millennial Consumers
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
Full Text:
PDFReferences
Farivar, S., and Wang, F. (2022) ‘Effective influencer marketing: A social identity perspective’ Journal of Retailing and Consumer Services, 67, 103026.
Wen, T. and Deng, Y. (2020) ‘Identification of influencers in complex networks by local information dimensionality’, Information Sciences, 512, pp. 549-562.
Cho, Y.S., J.H. and Lee, D. (2012) ‘Dentification of effective opinion leaders in the diffusion of technological innovation: A social network approach’, Technological Forecasting and Social Change, 79(1), pp: 97-106.
Li, L., Wang, Z., Li, Y. and Liao, A. (2021) ‘Impacts of consumer innovativeness on the intention to purchase sustainable products’, Sustainable Production and Consumption (27), pp: 774-786.
Yang, W. and S. Mattila, A. (2014) ‘Do affluent customers care when luxury brands go mass? The role of product type and status seeking on luxury brand attitude’, International Journal of Contemporary Hospitality Management, 26(4), pp: 526-543.
Vivek, SD., Beatty, SE., and Morgan, RM. (2012) ‘Customer engagement: Exploring customer relationships beyond purchase’, Journal of marketing theory and practice, 20(2), pp: 122-146.
DOI: http://dx.doi.org/10.18686/fm.v8i2.8540
Refbacks
- There are currently no refbacks.
