What drives impulsive travel intention in tourism live streaming? A chain mediation model based on SOR framework

被引：15
|
作者：
Liang, Xuedong [1 ]
Huo, Yanda [1 ]
Luo, Peng [1 ,2 ]
机构：
[1] Sichuan Univ, Sch Business, Chengdu, Peoples R China
[2] Sichuan Univ, Sch Business, 29 Wangjiang Rd, Chengdu, Peoples R China
来源：
JOURNAL OF TRAVEL & TOURISM MARKETING | 2024年 / 41卷 / 02期
基金：
中国国家自然科学基金;
关键词：
Tourism live streaming; impulsive travel intention; tourism marketing; Asia Pacific; SOR framework; physical presence; social presence; interactivity; authenticity; entertainment; ONLINE CONSUMER-BEHAVIOR; SOCIAL PRESENCE; PURCHASE INTENTION; DESTINATION TRUST; FLOW; IMPACT; EXPERIENCE; INTERACTIVITY; PERSPECTIVES; SATISFACTION;
D O I：
10.1080/10548408.2024.2310175
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Tourism live streaming (TLS) has experienced a surge in popularity; however, impulsive travel intention in this context has received limited scholarly attention. Based on the stimulus - organism-response (SOR) framework and presence, this research explores impulsive travel intention in TLS. Adopting WeChat to spread our survey, we analyzed 348 valid questionnaires from TLS viewers in China. Our research reveals that TLS features positively impact physical and social presence, subsequently affecting flow experience and trust, and ultimately boosting impulsive travel intentions. The findings provide theoretical insights and practical implications for online travel agencies, scenic area managers, and travel streamers.
引用
收藏
页码：169 / 185
页数：17
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