A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

Drawing on the dual-systems theory (DST), this study proposes a research model that focuses how characteristics of key opinion leader influence consumers’ purchase intention in live streaming commerce (LSC). We collected data through questionnaire surveys from samples consumers China (N = 467), which indicated leader’s (i.e., attractiveness, trustworthiness, expertise) are all positively related to intention. Importantly, mediator analyses effect systems 1 relationship between attractiveness and persisted is persistent, regardless type goods purchased by (utilitarian or hedonic). This finding highlights importance reveals unconscious thought (UT) when shopping LSC. provides new theoretical perspective DST) identify as determinant LSC activating 1, thus solving problem identifying factors stimulus–organism–response theory. Besides, our results test UT The practical implications these findings provide guidance for selection leaders development industry.