{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,7]],"date-time":"2026-02-07T13:37:29Z","timestamp":1770471449780,"version":"3.49.0"},"reference-count":88,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2024,11,30]],"date-time":"2024-11-30T00:00:00Z","timestamp":1732924800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The advent of social commerce platforms fueled by the growing commercialization of social media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates the pivotal role of key opinion leaders (KOLs), particularly YouTubers, in shaping consumer purchasing behavior. Recognizing the powerful influence exerted by KOLs, we examined their ability to promote product diffusion through credibility, specialized knowledge, and strategic word-of-mouth campaigns. This study employs a robust theoretical framework that foregrounds the influence of KOLs while integrating critical constructs, such as perceived value and risk, into a comprehensive model. Our empirical analysis, based on data from 411 valid responses, yields the following insights: the expertise and renown of KOLs exert a profound effect on consumer purchase intentions; consumer perceptions of value positively correlate with trust, whereas perceived risk negatively affects it; and trust mediates the relationship between KOL characteristics (popularity and professionalism) and consumers\u2019 relationship strength with purchase intentions. The findings advocate leveraging KOLs\u2019 renown and expertise while mitigating perceived risks to amplify consumer purchase intentions, thus providing actionable strategies for marketers in the burgeoning social commerce landscape.<\/jats:p>","DOI":"10.3390\/jtaer19040163","type":"journal-article","created":{"date-parts":[[2024,12,5]],"date-time":"2024-12-05T09:30:18Z","timestamp":1733391018000},"page":"3370-3385","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":7,"title":["How Key Opinion Leaders\u2019 Expertise and Renown Shape Consumer Behavior in Social Commerce: An Analysis Using a Comprehensive Model"],"prefix":"10.3390","volume":"19","author":[{"given":"Yu-Heng","family":"Chen","sequence":"first","affiliation":[{"name":"Department of Marketing and Logistics Management, Chaoyang University of Technology, Taichung City 413310, Taiwan"}]},{"given":"I-Kai","family":"Lin","sequence":"additional","affiliation":[{"name":"Department of Health Industry Technology Management, Chung Shan Medical University, Taichung City 40201, Taiwan"}]},{"given":"Ching-I","family":"Huang","sequence":"additional","affiliation":[{"name":"Department of Health Industry Technology Management, Chung Shan Medical University, Taichung City 40201, Taiwan"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5201-2615","authenticated-orcid":false,"given":"Han-Shen","family":"Chen","sequence":"additional","affiliation":[{"name":"Department of Health Industry Technology Management, Chung Shan Medical University, Taichung City 40201, Taiwan"},{"name":"Department of Medical Management, Chung Shan Medical University Hospital, Taichung City 40201, Taiwan"}]}],"member":"1968","published-online":{"date-parts":[[2024,11,30]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"69","DOI":"10.2753\/JEC1086-4415160204","article-title":"What drives social commerce: The role of social support and relationship quality","volume":"16","author":"Liang","year":"2011","journal-title":"Int. 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