In recent years, live e-commerce has become an important channel of consumption for Generation Z. As the core force influencing consumer decision-making, how the traits of Key Opinion Leaders (KOLs) inspire impulsive purchasing behaviours of consumers needs to be explored in depth. In this paper, we introduce social influence theory and self-construction theory, construct a three-dimensional model of trait-psychology-behaviour, explore the role of KOLs professionalism and interactivity on the impulsive purchasing intention of Generation Z, and analyse the moderating roles of the independent and dependent ego in the process. The role of independent and dependent ego is also analysed. Based on 536 valid questionnaires, this paper uses multiple linear regression and interaction term analysis to conduct empirical tests. The results show that: (1) KOLs professionalism and interactive activity both significantly and positively affect Generation Zs impulsive purchase intention, and the influence of interactive activity is stronger; (2) independent ego strengthens the positive effect of professionalism on purchase intention, while dependent ego strengthens the marginal effect of interactive activity; (3) the influence of KOLs traits on consumers behaviours varies across different psychological structures, and the influence of KOL traits on consumer behaviours varies across different psychological structures. Path. This study expands the boundary of self-construction theory in emerging digital scenarios, enriches the explanatory mechanism of KOL marketing effects, and provides theoretical support and practical insights for brands and platforms to formulate psychologically adapted KOL strategies.
Bingxuan Ning (Wed,) studied this question.
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