THE IMPACT OF VIETNAMESE KOLS' CHARACTERISTICS ON PURCHASE INTENTION

This study employs the dual-systems theory (DST) to develop a research model examining how the characteristics of Key Opinion Leaders (KOLs) influence consumer purchase intentions in Livestream Commerce (LSC). Data was collected via questionnaire surveys from 583 Vietnamese consumers, revealing that KOL characteristics such as attractiveness, trustworthiness, and expertise positively correlate with purchase intentions. The mediation analyses indicate that the influence of systems 1 on the relationship between attractiveness and purchase intention remains significant across both utilitarian and hedonic goods categories. Additionally, our findings confirm and explore UT in the context of LSC, offering practical insights for the selection of KOLs and the strategic development of the livestreaming industry. These insights have practical implications for businesses aiming to optimize their marketing strategies within the evolving landscape of Livestream Commerce.