Innovation Analysis and Research on the Mode of KOL Live Commerce

With the rapid development of digital media, internet celebrity live streaming has become a key factor in influencing the consumer decision-making of adolescents, presenting unique regional characteristics in different socio-cultural and economic contexts. This study investigates the differences in consumption habits among adolescents in Macau and Mainland China and their impact on the innovation and reform of the commercial model of internet celebrity live streaming. The methodology employs a questionnaire survey and data analysis to systematically compare the consumption behavior of adolescents in Macao and mainland China, collecting live streaming consumption habits of adolescents in both regions. Statistical methods are used to compare and analyze the consumption patterns within the regions. The analysis indicates that influencers, as internet celebrities with a large number of fans on social media, have a significant impact on adolescents' consumption decisions through their recommendations and evaluations. Firstly, the convenience and diversity of e-commerce platforms provide adolescents with a wealth of consumption choices, such as characteristics and usage effects of products. Secondly, the recommendations and evaluations of influencers have become an important reference for adolescents' consumption. Results show that adolescents in Macau tend to seek entertainment and interaction in their consumption of internet celebrity live streaming, whereas those in Mainland China place greater emphasis on the practicality of the live streaming content and the cost-effectiveness of the products. Moreover, the study reveals the roles of socio-cultural and economic levels in the differences in consumption between the two regions. Based on these insights, it is recommended that live streaming platforms should advance the innovation and reform of their business models to cater to different market characteristics—such as optimizing content recommendation algorithms, enhancing interactive elements, and improving the integration of e-commerce features, thereby promoting business sustainability and economic benefits.