Abstract

This study examines how key opinion consumers (KOCs) influence consumer behavior in social commerce, particularly under growing distrust toward traditional key opinion leaders (KOLs) and the resulting limitations in their influence. While prior research has primarily focused on trust-building, this study investigates how KOCs create perceived value through a distinct influence mechanism that distinguishes between the roles of trust and distrust. Using an explanatory sequential mixed-methods approach, this research integrates results from a quantitative study with findings from a qualitative study to arrive at robust meta-inferences. Following the PLS-SEM analysis (N = 582), qualitative interviews were conducted to corroborate these inferences and provide complementary insights into the psychological mechanisms underlying trust and distrust, identifying boundary conditions—such as the ineffectiveness of physical attractiveness—that redefine influence models in social commerce. The results indicate that a KOC’s expertise and recommendation cues significantly enhance perceived value, which serves as a key mediator influencing purchase behavior. This study conceptualizes the “invisible influence” effect as a distinct persuasion mechanism. KOCs construct utilitarian value through authentic, experience-based sharing. By identifying the mediating role of perceived value and mapping the evolutionary trajectories of influencer roles, this research extends social commerce strategy.

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