Understanding the Psychology: Why Do Online Shoppers Trust KOCs More Than KOLs?
Author: Brand Psychology Specialist, Height Media | Topic: Customer Insights
In an age of information overload, consumers have developed a natural filter against advertising. They assume: "KOLs are paid a lot to speak positively, so their statements are not objective."
This is the opening through which KOCs (Key Opinion Consumers) can gain customers' trust.
From a behavioural psychology perspective, KOCs have an advantage in e-commerce because of these 3 mechanisms:
1. The “Someone Like Me” Effect (The Relatability Factor)
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KOL: Represents Aspiration. They live luxurious lives and use designer goods. When they advertise an inexpensive product, customers find it inauthentic.
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KOC: Represents Relatability. They are students, new mothers and office workers, just like customers.
$\rightarrow$ When a KOC says, "This machine saves me 30 minutes of cooking," customers believe it immediately because they see themselves in that situation.
2. The Power of Imperfection (Authenticity of Imperfection)
An Interesting Paradox: Overly Professional Videos Often Struggle to Sell.
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KOLs often appear polished and follow flawless scripts. This creates distance.
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KOCs often make simple videos, sometimes stumble over their words and sometimes criticise small aspects of a product (unattractive packaging, slow shipping...).
$\rightarrow$ Those small criticisms provide the foundation that makes subsequent praise credible. E-commerce customers need the truth, not perfection.
3. Two-way Interaction
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A KOL is like a star on a stage and rarely replies to every fan comment.
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A KOC is like a friend. They willingly answer: "Can I use this on oily skin?" or "What size should I wear if I'm 1m50 tall?".
-> In e-commerce, this attentive advice is the final step that persuades customers to pay (Closing the Deal).
Conclusion
The market is not eliminating KOLs, but roles are becoming more distinct. If a KOL inspires, a KOC is a friend who guides. In the e-commerce maze, customers need a friend more than a star.
