ANALYZING THE INFLUENCE OF KOLS AND KOCS ON ONLINE PURCHASE DECISIONS OF STUDENTS

This study investigates the influence of KOLs and KOCs on online purchase decisions among university students in the context of digital consumption. The research adopts an integrated theoretical framework that synthesizes the TAM, the TPB, the e-CAM, and the SOR paradigm to provide a comprehensive understanding of the decision-making process in a technology-mediated environment. The study focuses on the relationships between several independent variables, namely livestream channels, product categories, the perceived credibility and influence of KOLs/KOCs, and the timing of livestream sessions, and a single dependent variable: the students’ online purchase decisions. Survey data were collected from a sample of 485 university students in Hanoi, Vietnam, all of whom had prior experience with online shopping through livestream platforms or social media. The empirical findings reveal that perceived trust in KOLs and KOCs, along with the timing of livestreams, are the most significant and direct predictors of purchase behavior. Additionally, livestream platforms and product categories function as moderating variables, indirectly shaping consumer behavior through psychological constructs such as perception and attitude. By integrating constructs from TAM, TPB, e-CAM, and SOR, the study offers valuable insights into how technological, social, and cognitive factors jointly influence consumer decision-making. These findings contribute to a deeper understanding of digital-era marketing dynamics and highlight the importance of authenticity, credibility, and timing in influencer-based marketing strategies targeted at digitally native consumers.