{"title":"How celebrity-endorsed travel livestreaming triggers impulsive buying? The role of trust and positive emotions","authors":"Bassam Samir Al-Romeedy, Heba Salah Zaki","doi":"10.1177/13567667241268667","DOIUrl":null,"url":null,"abstract":"Although impulsive buying (IB) has spread because of livestreaming, current knowledge on this topic is still relatively rare. Therefore, to understand the underlying mechanisms beyond this relationship, this study aims to investigate the effect of celebrity-endorsed travel livestreaming (CETLS) on consumers’ IB. Further, it explores the mediating roles of positive emotions (PEs) and trust (TS). Data were collected from members of travel groups on social media networks. PLS-SEM analysis of 584 valid responses was employed. The findings showed that CETLS significantly and positively affects consumers’ PEs, TS, and IB. Moreover, the findings depicted that PEs and TS mediates the link between CETLS and IB. This study provides a valuable perspective to explore tourists’ IB through CETLS. Further, it also advances knowledge of tourists’ IB by investigating the mediating role of PEs and TS.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Vacation Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/13567667241268667","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Although impulsive buying (IB) has spread because of livestreaming, current knowledge on this topic is still relatively rare. Therefore, to understand the underlying mechanisms beyond this relationship, this study aims to investigate the effect of celebrity-endorsed travel livestreaming (CETLS) on consumers’ IB. Further, it explores the mediating roles of positive emotions (PEs) and trust (TS). Data were collected from members of travel groups on social media networks. PLS-SEM analysis of 584 valid responses was employed. The findings showed that CETLS significantly and positively affects consumers’ PEs, TS, and IB. Moreover, the findings depicted that PEs and TS mediates the link between CETLS and IB. This study provides a valuable perspective to explore tourists’ IB through CETLS. Further, it also advances knowledge of tourists’ IB by investigating the mediating role of PEs and TS.
期刊介绍:
Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.