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The continuous impact of the pandemic pushed the new consumption form of e- commerce live streaming more popularity. At the same time, e-commerce live broadcasting in the digital economy increased with the advancement of technology. The rise of e- commerce live broadcast platforms changed the way consumers shop, and live streaming with KOL made online sales even stronger. This study took consumers in Suzhou, Jiangsu Province, as the research object and constructed the model of consumer purchase intention based on the S-O-R model to understand the concept of the image characteristics of KOL. The purpose of this study was to investigate the significant difference in college students' consumption intention on image characteristics of KOL with different control variables (gender, age, occupation, monthly income, and education); to examine the Jiangsu college students' consumption intention influencing mechanism based on perceived functional value, perceived trust, and info source of KOL; and to put forward feasible suggestions on the live-streaming characteristics of KOL by improving college students' attitudes and perceptions of consumption decisions. Four hundred fifty-three completed questionnaires of Jiangsu College students were collected through the online WeChat platform by random sampling in March 2023. The results showed that perceived useful value, perceived trust, and info source of KOL impact consumption intention. Other variables based on live interactivity, live incentive mechanism, high-quality live content, personal appeal, transaction utility, reliability, professionalism, and attractiveness would also affect the image characteristics of KOL.