A Study on the Impact of KOL Live Marketing on Consumers' Willingness to Purchase Casual Foods

Abstract

With the rapid development of e-commerce in China in recent years, live-streaming has become a vital marketing idea. The revenue generated by live-streaming KOLs has attracted high interest from academia and industry. This paper focuses on the casual food industry and explores the impact of various factors of KOL live streaming on consumers' purchase intention from the perspective of consumers' perception. Firstly, this research defines the influencing factors related to living marketing and consumers' purchase intention through theoretical analysis and puts forward theoretical hypotheses. Secondly, based on the academic study, the degree of influence of each influencing factor on consumers' purchase intention is analyzed using methods including factor analysis and regression analysis. The main points are as follows: firstly, KOl live marketing can significantly and positively affect consumers' purchase intention; secondly, in the leisure food industry, the intuitive factors of live bandings, such as KOL appearance and live interactivity, have the most profound influence on consumers' purchase intention. Third, consumers jointly determine the strength of purchase intention based on a more balanced consideration of multiple factors. This paper illustrates the characteristics of KOL live-streaming marketing in the casual food industry, providing theoretical support and reference suggestions for enterprises, e-commerce platforms, and KOLs.