Constructing a theoretical model of key opinion leaders (KOL) traits influencing consumer purchase intention could provide practical guidance for KOL to improve themselves, increase customer engagement,and achieve revenue generation to improve work efficiency. According to the SOR(stimulus organism respond) model,a theoretical model of the effect of KOL traits on consumers' shopping intentions is constructed. KOL professionalism, popularity, interactivity,recommendation consistency and recommendation usefulness are taken as external environmental stimuli, consumers' perceived trust is taken as internal factors influenced by external stimuli and consumers' purchase intention is taken as a behavioral response.Data is acquired by questionnaire and analyzed by SPSS26.0 to test the bypothesis.The empirical results show that KOL professionalism, interactivity, recommendation consistency and recommendation usefulness all have significant positive effects on consumer trust.Perceived trust of consumers has a significant impact on the performance of KOL recommendation,and perceived trust can be used as a mediating variable to influence the impact of KOL traits on consumption intention.