Shixuan Fu , Xiaojiang Zheng , Tingting Hou , Yunyi Yang
{"title":"Product purchase or gift-giving? An investigation of different viewer-streamer interaction strategies in tourism live streaming","authors":"Shixuan Fu , Xiaojiang Zheng , Tingting Hou , Yunyi Yang","doi":"10.1016/j.tmp.2024.101219","DOIUrl":null,"url":null,"abstract":"<div><p>Building on the Uses and Gratification Theory (U&GT), a mixed-method approach was employed to investigate the influencing mechanisms of different viewer-streamer interactions on viewers' product purchase and gift-giving intentions. In study 1, we collected 331 valid questionnaires and examined the proposed quantitative model through SmartPLS 3.3.3. The quantitative findings from study 1 revealed the role of telepresence and trust in streamers that influence viewers' product purchase and gift-giving intentions. In study 2, we conducted 20 in-depth interviews to further explain the mechanisms of viewer-streamer interaction strategies on product purchasing and gift-giving intentions through three types of gratification (i.e., process gratification, social gratification, and content gratification). The current study has implications for streamers to conduct appropriate interaction strategies and achieve better monetisation targets.</p></div>","PeriodicalId":48141,"journal":{"name":"Tourism Management Perspectives","volume":"51 ","pages":"Article 101219"},"PeriodicalIF":7.3000,"publicationDate":"2024-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Management Perspectives","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2211973624000023","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Building on the Uses and Gratification Theory (U>), a mixed-method approach was employed to investigate the influencing mechanisms of different viewer-streamer interactions on viewers' product purchase and gift-giving intentions. In study 1, we collected 331 valid questionnaires and examined the proposed quantitative model through SmartPLS 3.3.3. The quantitative findings from study 1 revealed the role of telepresence and trust in streamers that influence viewers' product purchase and gift-giving intentions. In study 2, we conducted 20 in-depth interviews to further explain the mechanisms of viewer-streamer interaction strategies on product purchasing and gift-giving intentions through three types of gratification (i.e., process gratification, social gratification, and content gratification). The current study has implications for streamers to conduct appropriate interaction strategies and achieve better monetisation targets.
期刊介绍：
Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
