Abstract
Live-streaming e-commerce has become a significant technique for businesses to perform marketing operations because to the rapid development of social emerging media. Consumers are more exposed to live shopping, and in order to save time and money, they rely more on Key Opinion Leaders (KOL). KOLs deliver more thorough product information to customers, eliminate buyer confusion, and improve consumer engagement behaviors. As a result, this study investigates the impact of KOL traits in connection to consumer engagement and offers a moderated mediation model to investigate if customer confusion serves as a mediating factor and whether this process is controlled by platform enabling. The findings of the empirical investigation, which used 368 valid samples, reveal that: consumer confusion partially mediates the association between KOL traits and consumer engagement; and platform enabling positively moderates the relationship between KOL traits and consumer confusion. These findings have significant implications for businesses looking to improve the quality of their marketing initiatives and broaden their market reach.
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