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.
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