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Key Opinion Leaders on Red and Chinese Fashion Consumers : = What is the Connection?

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Key Opinion Leaders on Red and Chinese Fashion Consumers :/
其他題名:	What is the Connection?
作者:	Li, Ailin.
面頁冊數:	1 online resource (108 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-01, Section: A.
Contained By:	Dissertations Abstracts International85-01A.
標題:	Information sources. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30516445click for full text (PQDT)
ISBN:	9798379880651

Key Opinion Leaders on Red and Chinese Fashion Consumers : = What is the Connection?
Li, Ailin.

Key Opinion Leaders on Red and Chinese Fashion Consumers :What is the Connection? - 1 online resource (108 pages)

Source: Dissertations Abstracts International, Volume: 85-01, Section: A.

Thesis (Ph.D.)--North Carolina State University, 2023.

Includes bibliographical references

With the exponential growth of online shopping in China, many social media platforms started to combine the engagement of a social network with the efficiency of e-commerce (Ecommerce guide, 2019). Being a platform for opinion sharing related to shopping, lifestyles, and traveling, RED has become a significant information source for consumers' purchase decision making. Following the huge crowd of potential customers, many fashion brands and retailers joined RED. Often, fashion brands partner with key opinion leaders (KOLs) on RED to raise awareness, attract new followers, and contribute to brand credibility. With their own community of followers, KOLs have a strong social power and their opinions and suggestions on social media carry a high degree of credibility and persuasiveness.The purpose of this study is to investigate the influence of RED KOLs on consumers from the perspectives of eWOM characteristics, KOL characteristics, RED posting characteristics, and consumer characteristics. Particularly, the first objective was to investigate the influence of argument quality, KOL's credibility, and blog design on consumers' information adoption of KOL's posted information on RED. The second objective was to explore the moderating effects of two posting characteristics, including information details and KOL popularity, on consumers' information adoption process. The third objective was to explore the moderating effect of individual differences, including age and fashion involvement, on consumers' information adoption process.Data were collected form 349 consumers who have at least used RED in the past via an online survey and analyzed using linear regression as well as multi-group regression. Empirical results revealed that argument quality and blog design will positively influence Chinese consumers' information adoption intention of KOL's posted information on RED, while source credibility has no significant influence on Chinese consumers' information adoption intention of KOL's posted information on RED. Additionally, KOL popularity, information details, fashion involvement and age were all found having moderating effects on consumers' information adoption process. Theoretical and managerial implications were discussed.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798379880651Subjects--Topical Terms:

3560861
Information sources.
Index Terms--Genre/Form:

542853
Electronic books.

Key Opinion Leaders on Red and Chinese Fashion Consumers : = What is the Connection?
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