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<p>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.</p>
</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.

Comprehensive Evaluation of KOL’s Guiding Mechanism and Influence in E-commerce Live Streaming Carrying Mode

Applied Mathematics and Nonlinear Sciences

This work is licensed under the Creative Commons Attribution 4.0 International License.

In the rapidly evolving live broadcast economy, Key Opinion Leaders (KOLs) are reshaping e-commerce by promoting products in real-time. Our study investigates...

Comprehensive Evaluation of KOL’s Guiding Mechanism and Influence in E-commerce Live Streaming Carrying Mode

Data publikacji: 03 maj 2024

Zakres stron: -

Otrzymano: 18 kwi 2024

Przyjęty: 27 kwi 2024

DOI: https://doi.org/10.2478/amns-2024-1010

Słowa kluczowe
KOL, Multi-channel decision model, Live streaming with goods, Guidance mechanism, Objective function

© 2024 Jie Luo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Comprehensive Evaluation of KOL’s Guiding Mechanism and Influence in E-commerce Live Streaming Carrying Mode

Data publikacji: 03 maj 2024

Zakres stron: -

Otrzymano: 18 kwi 2024

Przyjęty: 27 kwi 2024

DOI: https://doi.org/10.2478/amns-2024-1010

Słowa kluczoweKOL, Multi-channel decision model, Live streaming with goods, Guidance mechanism, Objective function

© 2024 Jie Luo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Słowa kluczowe
KOL, Multi-channel decision model, Live streaming with goods, Guidance mechanism, Objective function