The Impact of Little Red Book Key Opinion Leader Characteristics on Young Consumers' Intention to Purchase Luxury Goods

Abstract

In the era of globalization, marketization, and intelligent development, Xiaohongshu, as a mainstream social media platform with a large volume in China, is committed to the development of Key Opinion Leader (hereinafter referred to as KOL) to attract traffic and increase the conversion rate of purchase. Therefore, in the online marketing of luxury brands, KOL with different characteristics of Little Red Book plays an important role in whether young consumers are willing to buy. Nowadays, under the wind of Influencer marketing, the competition of KOL group is very fierce, the content paradigm tends to be homogenized, the cost of transferring consumers' attention is low, and KOL has its distinctive features and personalized characteristics to stand out, attract the traffic, and get consumers' attention. This paper takes influencer marketing as the background to study the influence mechanism of Little Red Book KOL characteristics on young consumers' willingness to buy luxury goods. The research results show that young luxury consumers are more likely to be influenced by their recommendation information when they have purchase demand and are familiar with opinion leaders to a certain extent.