The Effect of Key Opinion Leader Type on Purchase Intention: Considering the Moderating Effect of Product Type

Authors

Rongkai Zhang, College of Management, Shenzhen University, Shenzhen, 518060, China
Bingni Ma, College of Management, Shenzhen University, Shenzhen, 518060, China
Yingyan Li, College of Management, Shenzhen University, Shenzhen, 518060, China
Fuping Chen, College of Management, Shenzhen University, Shenzhen, 518060, China
Jianan Yan, College of Management, Shenzhen University, Shenzhen, 518060, China
Yuxi Lin, College of Management, Shenzhen University, Shenzhen, 518060, ChinaFollow
Yifan Wu, Sino-Mac International Academy

Recommended Citation

Zhang, Rongkai; Ma, Bingni; Li, Yingyan; Chen, Fuping; Yan, Jianan; Lin, Yuxi; and Wu, Yifan, "The Effect of Key Opinion Leader Type on Purchase Intention: Considering the Moderating Effect of Product Type" (2023). WHICEB 2023 Proceedings. 50.
https://aisel.aisnet.org/whiceb2023/50