| dc.description.abstract | The rapid ascent of Live Streaming Commerce (LSC) has introduced an innovative
dimension to e-commerce, characterized by real-time social interaction between consumers
and live hosts on platforms such as TikTok. This research examines the impact of Key Opinion
Leaders (KOLs) on brand attitude and purchase intention among Generation Z (Gen Z)
consumers in Vietnam, with a specific focus on the local cosmetics industry. The study
employed a quantitative approach, collecting data from 300 Gen Z respondents via
questionnaires to investigate the influence of KOL characteristics, including trustworthiness,
expertise, information quality, attractiveness, meaning transfer, and product match-up on brand
attitude and purchase intention
The findings revealed that trustworthiness, information quality, attractiveness, and
meaning transfer positively affect brand attitude. However, trustworthiness exhibits a negative
relationship with purchase intention, while expertise, information quality, attractiveness,
meaning transfer, and product match-up significantly influence purchase intention.
Additionally, the study confirms that brand attitude mediates the relationship between certain
KOL characteristics (trustworthiness, attractiveness, and meaning transfer) and purchase
intention.
The research underscores the importance of selecting KOLs with appropriate
characteristics to enhance brand attitude and purchase intention in LSC, providing practical
insights for cosmetics companies. The case study of Lemonade, a Vietnamese cosmetics brand,
illustrates effective strategies for leveraging KOLs on TikTokshop to engage Gen Z consumers.
This study contributes to the academic literature by addressing the gap in research on the
influence of KOL characteristics in the Vietnamese LSC context and offers strategic guidance
for marketers aiming to optimize KOL utilization in the competitive cosmetics market. | en_US |
