{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,10]],"date-time":"2026-02-10T16:40:03Z","timestamp":1770741603858,"version":"3.49.0"},"reference-count":49,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,5,20]],"date-time":"2025-05-20T00:00:00Z","timestamp":1747699200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"National Social Science Foundation of China","award":["2024GZYB11"],"award-info":[{"award-number":["2024GZYB11"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>This study aims to explore how key opinion leader (KOL) characteristics influence users\u2019 purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a research framework integrating the stimulus\u2013organism\u2013response (SOR) model with pleasure\u2013arousal\u2013dominance (PAD) theory. Results indicate that KOL characteristics\u2014namely professionalism, popularity, attractiveness, and entertainment\u2014enhance users\u2019 pleasure, arousal, and trust. These emotions boost impulse buying intentions but not planned ones. Planned purchase intention acts as a partial mediator, whereas impulse purchase intention serves as a full mediator. This research uncovers the intricate mechanism linking KOL traits to user emotions and purchase intentions. By integrating PAD theory and the SOR model, it examines emotional mediators, addresses prior theoretical gaps, offers vital insights for refining live-streaming marketing strategies, and holds substantial theoretical and practical significance for the sustainable growth of live-streaming e-commerce.<\/jats:p>","DOI":"10.3390\/jtaer20020108","type":"journal-article","created":{"date-parts":[[2025,5,20]],"date-time":"2025-05-20T06:10:46Z","timestamp":1747721446000},"page":"108","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":9,"title":["Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0009-0007-6254-7473","authenticated-orcid":false,"given":"Jinpeng","family":"Wen","sequence":"first","affiliation":[{"name":"School of Journalism and Communication, South China University of Technology, Guangzhou 510006, China"}]},{"given":"Xiaohua","family":"Li","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, South China University of Technology, Guangzhou 510006, China"}]},{"given":"Hongxing","family":"Han","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, South China University of Technology, Guangzhou 510006, China"}]}],"member":"1968","published-online":{"date-parts":[[2025,5,20]]},"reference":[{"key":"ref_1","unstructured":"Liu, W. (China Consumer News, 2024). Beware of the Pit! Faced with \u201cgrass\u201d information, 70% of consumers impulsively order, China Consumer News."},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"112","DOI":"10.1108\/MRR-02-2020-0066","article-title":"Understanding electronic and face-to-face word-of-mouth influencers: An emerging market perspective","volume":"44","author":"Oraedu","year":"2021","journal-title":"Manag. Res. Rev."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"821","DOI":"10.1108\/IMDS-04-2022-0250","article-title":"Utilitarian and\/or hedonic shopping\u2013consumer motivation to purchase in smart stores","volume":"123","author":"Chang","year":"2023","journal-title":"Ind. Manag. Data Syst."},{"key":"ref_4","unstructured":"Yang, F. (Jilin Daily, 2024). Live bandwagon chaos, exactly how to break, Jilin Daily."},{"key":"ref_5","unstructured":"Mehrabian, A., and Russell, J.A. (1974). An Approach to Environmental Psychology, The MIT Press."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"489","DOI":"10.3758\/s13423-022-02176-z","article-title":"Using the theory of constructed emotion to inform the study of cognition-emotion interactions","volume":"30","author":"Dreisbach","year":"2023","journal-title":"Psychon. Bull. Rev."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"1293","DOI":"10.2224\/sbp.2014.42.8.1293","article-title":"Effects of Price Discounts and Bonus Packs on Online Impulse Buying","volume":"42","author":"Xu","year":"2014","journal-title":"Soc. Behav. Pers. Int. J."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"829","DOI":"10.1016\/j.dss.2013.04.001","article-title":"Website Attributes in Urging Online Impulse Purchase: An Empirical Investigation on Consumer Perceptions","volume":"55","author":"Liu","year":"2013","journal-title":"Decis. Support Syst."},{"key":"ref_9","unstructured":"Meng, F. (2012). Research of Opinion Leaders\u2019 Impact on Purchase Intention under Social Commerce. [Master\u2019s Thesis, Nanjing University]."},{"key":"ref_10","unstructured":"Lazarsfeld, P.F., Berelson, B., and Gaudet, H. (1944). The People\u2019s Choice: How the Voter Makes up His Mind in a Presidential Campaign, Columbia University Press."},{"key":"ref_11","doi-asserted-by":"crossref","unstructured":"Ma, L.Y., Gao, S.Q., and Zhang, X.Y. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability, 14.","DOI":"10.3390\/su14021045"},{"key":"ref_12","unstructured":"Liu, H. (2019). Research on the Influence of Beauty Opinion Leaders on Consumers\u2019 Willingness to Buy. [Master\u2019s Thesis, South China University of Technology]."},{"key":"ref_13","unstructured":"Zhang, Y. (2021). Study on the Influence of Opinion Leaders' Characteristics Spontaneous Formation of Fresh Agricultural Products Brand Community on Community Loyalty. [Ph.D. Thesis, Jilin University]."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"2912","DOI":"10.1108\/APJML-01-2023-0005","article-title":"The adoption of mobile payment services by millennials: The roles of smartphone addiction and situational variables","volume":"35","author":"Shaw","year":"2023","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_15","unstructured":"Zhang, L. (2018). Study on the Ethical Issues of the Pan-Entertainment Network Live. [Ph.D. Thesis, Wuhan University of Technology]."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"293","DOI":"10.1016\/j.tele.2017.12.003","article-title":"What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement","volume":"35","author":"Chen","year":"2018","journal-title":"Telemat. Inform."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"43","DOI":"10.1016\/0148-2963(82)90016-9","article-title":"Impulsive consumer buying as a result of emotions","volume":"10","author":"Weinberg","year":"1982","journal-title":"J. Bus. Res."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"174","DOI":"10.1086\/209250","article-title":"Perceived control and the effects of crowding and consumer choice on the service experience","volume":"18","author":"Hui","year":"1991","journal-title":"J. Consum. Res."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"168","DOI":"10.1016\/j.chb.2014.03.050","article-title":"The influence of web aesthetics on customers\u2019 PAD","volume":"36","author":"Chang","year":"2014","journal-title":"Comput. Hum. Behav."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"1740","DOI":"10.1016\/j.chb.2011.03.001","article-title":"Inter-relationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online and offline environment","volume":"27","author":"Koo","year":"2011","journal-title":"Comput. Hum. Behav."},{"key":"ref_21","unstructured":"IiMedia Research (2024, June 20). 2024 China\u2019s Top 100 Opinion Leaders in Carrying Goods List is Freshly Released! See Who Has the Most Money-Sucking Ability. AiMedia, 20 June 2024. Available online: https:\/\/mp.weixin.qq.com\/s\/ms0_vt67o_kD77HyISm9Rg."},{"key":"ref_22","doi-asserted-by":"crossref","unstructured":"Yang, Y., and Huang, J. (2024). Speaking with a \u201cforked tongue\u201d\u2014Misalignment between user ratings and textual emotions in LLMs. Kybernetes.","DOI":"10.1108\/K-06-2024-1458"},{"key":"ref_23","first-page":"45","article-title":"Registration system review inquiry and IPO information disclosure on STAR market: Textual analysis based on LDA topic model","volume":"25","author":"Yu","year":"2022","journal-title":"J. Manag. Sci. China"},{"key":"ref_24","first-page":"105","article-title":"Research on Multi-stage Fresh Consumer Demands Based on LDA Topic Model: A Case of JingDong","volume":"17","author":"Yang","year":"2024","journal-title":"J. Manag. Case Stud."},{"key":"ref_25","doi-asserted-by":"crossref","unstructured":"Chuang, J., Manning, C.D., and Heer, J. (2012, January 21\u201325). Termite: Visualization techniques for assessing textual topic models. Proceedings of the International Working Conference On Advanced Visual Interfaces, Capri Island, Italy.","DOI":"10.1145\/2254556.2254572"},{"key":"ref_26","doi-asserted-by":"crossref","unstructured":"Sievert, C., and Shirley, K. (2014, January 27). LDAvis: A method for visualizing and interpreting topics. Proceedings of the Workshop on Interactive Language Learning, Visualization, and Interfaces, Baltimore, MD, USA.","DOI":"10.3115\/v1\/W14-3110"},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"377","DOI":"10.1016\/j.chb.2009.11.009","article-title":"The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention","volume":"26","author":"Koo","year":"2010","journal-title":"Comput. Hum. Behav."},{"key":"ref_28","unstructured":"Wang, Y.G., Yu, H.Y., Xu, L., Chen, R., and Zhang, H.X. (2012). Marketing Management, Renmin University of China Press. [14th ed.]."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"48","DOI":"10.1177\/002224297103500409","article-title":"Methods of measuring opinion leaders: Identifying their characteristics by self-report","volume":"35","author":"Everett","year":"1971","journal-title":"J. Mark."},{"key":"ref_30","first-page":"109","article-title":"A Study on the Evolutionary Mechanism of the Idea Leader in the Consumer Advice Network of the Expectancy Clue and the Network Structure","volume":"7","author":"Huang","year":"2015","journal-title":"J. Manag. World"},{"key":"ref_31","first-page":"1017","article-title":"Empirical Research on the Decision-Making Influence Factors in Consumer Purchase Behavior of Webcasting Platform","volume":"12","author":"Ma","year":"2018","journal-title":"Lect. Notes Multidiscipl. Ind. Eng."},{"key":"ref_32","first-page":"59","article-title":"Survey of Key Technologies in Personalization Application","volume":"1","author":"Su","year":"2011","journal-title":"Libr. Inf."},{"key":"ref_33","first-page":"18","article-title":"The Influence of Internet Shopping Festival Atmosphere on Consumer Impulse Buying","volume":"7","author":"Liu","year":"2018","journal-title":"Commer. Res."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"22","DOI":"10.1108\/10610420310463117","article-title":"Product involvement\/brand loyalty: Is there a link?","volume":"12","author":"Quester","year":"2003","journal-title":"J. Prod. Brand Manag."},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"51","DOI":"10.1207\/S15327663JCP1201_05","article-title":"Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling Consumer Behavior","volume":"12","author":"Jacob","year":"2002","journal-title":"J. Consum. Psychol."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"308","DOI":"10.1016\/j.jretai.2012.03.001","article-title":"Online Customer Experience in E-Retailing: An Empirical Model of Antecedents and Outcomes","volume":"88","author":"Rose","year":"2012","journal-title":"J. Retail."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"818","DOI":"10.1108\/14684520810923953","article-title":"The impact of online store environment cues on purchase intention","volume":"32","author":"Chang","year":"2008","journal-title":"Online Inf. Rev."},{"key":"ref_38","unstructured":"Wang, M. (2017). Research on the Influencing Factors of Online Purchase Intention Based on Consumer Sentiment. [Master\u2019s Thesis, Wuhan University of Technology]."},{"key":"ref_39","first-page":"24","article-title":"Research on webcasting under the perspective of symbolic interactionism","volume":"6","author":"Chen","year":"2018","journal-title":"Cover Edit. News"},{"key":"ref_40","first-page":"6195","article-title":"The effect of website quality on consumer emotional states and repurchases intention","volume":"5","author":"Hsu","year":"2011","journal-title":"Afr. J. Bus. Manag."},{"key":"ref_41","first-page":"34","article-title":"Store atmosphere: An environmental psychology approach","volume":"58","author":"Donovan","year":"1982","journal-title":"J. Retail."},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"271","DOI":"10.1016\/S0963-8687(02)00021-5","article-title":"Some antecedents and effects of trust in virtual communities","volume":"3","author":"Ridings","year":"2002","journal-title":"J. Strateg. Inf. Syst."},{"key":"ref_43","unstructured":"AiMedia Consulting (2022). China\u2019s Live Streaming E-Commerce Industry Operation big Data Analysis and Trend Research Report, 2022\u20132023, AiMedia Consulting."},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"104","DOI":"10.1177\/002224378101800313","article-title":"Evaluating structural equation models with unobservable variables and measurement error","volume":"18","author":"Fornell","year":"1981","journal-title":"J. Market. Res."},{"key":"ref_45","first-page":"9","article-title":"A review on sample size determination for cronbach\u2019s alpha test: A simple guide for researchers. Malays","volume":"25","author":"Bujang","year":"2018","journal-title":"J. Med. Sci."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"408","DOI":"10.1080\/03637750903310360","article-title":"Beyond Baron and Kenny: Statistical mediation analysis in the new millennium","volume":"76","author":"Hayes","year":"2009","journal-title":"Commun. Monogr."},{"key":"ref_47","first-page":"70","article-title":"The influence of key opinion leaders on consumers' purchase intention based on SOR model","volume":"34","author":"Liu","year":"2020","journal-title":"J. Chongqing Univ. Technol. (Social Sci.)"},{"key":"ref_48","first-page":"108","article-title":"Research on the Influence of Webcast Shopping Features on Consumer Buying Behavior","volume":"34","author":"Liu","year":"2020","journal-title":"Soft Sci."},{"key":"ref_49","first-page":"115","article-title":"Return and Transcendence: A Study of Netizens' Emotional Attitudes toward \u201cNetflix Carrying Goods\u201d in the Context of Fan Culture","volume":"6","author":"Sun","year":"2020","journal-title":"Southeast Commun."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/2\/108\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T17:35:34Z","timestamp":1760031334000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/2\/108"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,5,20]]},"references-count":49,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2025,6]]}},"alternative-id":["jtaer20020108"],"URL":"https:\/\/doi.org\/10.3390\/jtaer20020108","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,5,20]]}}}