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Discussion on the Influence Mechanism of Emotional Expression in KOL Live Streaming on Consumer Trust

Author(s)

Keni Wen

Affiliation(s)

School of Economics and Trade, Guangdong University of Foreign Studies, Guangzhou, China

Abstract

This article focuses on the live-streaming scenario of Kols and delves deeply into the mechanism by which emotional expression influences Consumer Trust. By analyzing relevant theories and existing research, the key elements of emotional expression in Kols' live streaming and the constituent dimensions of Consumer Trust are clarified. By combining practical cases and logical reasoning, this paper analyzes how emotional expression influences consumers' emotional perception, cognitive judgment and other intermediate links, and thereby affects consumers' trust. Research has found that positive and moderate emotional expression helps build Consumer Trust, while negative or excessive emotional expression may damage trust, providing theoretical guidance for KOL live-streaming marketing practices.

Keywords

KOL Live Streaming; Emotional Expression; Consumer Trust; Influence Mechanism

References

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