Value co-creation in tourism live shopping

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-09-16 DOI:10.1016/j.jbusres.2024.114964

Yaozhi Zhang , Nina Katrine Prebensen

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引用次数: 0

Abstract

Live streaming has been increasingly integrated into e-commerce platforms to sell tourism offerings, yet its value-adding mechanism for enhancing customer shopping experiences remains underexplored. From a value co-creation perspective, this study investigates how customers can co-create value by leveraging the interactive potential in tourism live shopping, and how such customer co-creation behavior can be fostered through the attributes and actions of tourism live streamers, drawing on source credibility and social presence theories. The empirical findings indicate that the credibility traits of tourism live streamers, characterized by trustworthiness, expertise, and attractiveness, are instrumental in fostering customer co-creation behaviors, which can in turn elevate customer perceived value of their tourism live shopping experiences. Additionally, the study reveals that the level of social presence during tourism live shopping sessions may positively moderate the influence of streamer credibility traits on customer co-creation behaviors.

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旅游现场购物的价值共创

直播越来越多地被整合到电子商务平台中以销售旅游产品，但其提升客户购物体验的增值机制仍未得到充分探索。本研究从价值共创的角度出发，借鉴来源可信度和社会存在理论，探讨了顾客如何利用旅游直播购物中的互动潜力来共创价值，以及如何通过旅游直播者的属性和行为来促进这种顾客共创行为。实证研究结果表明，以可信度、专业知识和吸引力为特征的旅游直播者的可信性特征有助于促进客户共创行为，进而提升客户对其旅游直播购物体验的感知价值。此外，研究还揭示了旅游直播购物环节中的社会存在水平可能会积极缓和直播者可信度特征对顾客共同创造行为的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.