Personal Brand Equity and Telepresence's Role in Tourism Electronic Commerce Live Streaming

IF 5.4 3区材料科学 Q2 CHEMISTRY, PHYSICAL

ACS Applied Energy Materials Pub Date : 2024-09-23 DOI:10.1002/jtr.2767

Jing Liu, Fu-Chieh Hsu, Yiran Ma, Yuqing Huang

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引用次数: 0

Abstract

Despite the increasing popularity of e-commerce live streaming (ECLS), research development in the hospitality and tourism field lags. Drawing on social impact theory, this study aims to investigate the effects of streamers' personal brand equity (strength) and the live-streaming broadcasting environment (immediacy) on viewers' tourism product purchase intention. This research developed three experimental studies to examine the causal link between live-streaming features (i.e., the interactive effect of streamers' personal brand equity and telepresence) and customer responses. The results showed that the interactions between different levels of personal brand equity and telepresence significantly impact positive outcomes related to tourists' behavior and decision-making. This study contributed to the literature and practices by enhancing the understanding of ECLS as a newly emerging marketing tool in the tourism industry. The findings would encourage more hospitality and tourism companies to leverage ECLS as a new marketing campaign strategy.

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个人品牌资产和远程呈现在旅游电子商务中的作用现场直播

尽管电子商务直播（ECLS）越来越受欢迎，但在酒店和旅游领域的研究发展却相对滞后。本研究借鉴社会影响理论，旨在探讨直播者的个人品牌资产（强度）和直播环境（即时性）对观众旅游产品购买意向的影响。本研究开展了三项实验研究，以考察直播特征（即直播者个人品牌资产和远程呈现的交互效应）与顾客反应之间的因果联系。结果表明，不同程度的个人品牌资产和远程呈现之间的交互作用对游客的行为和决策产生了显著的积极影响。本研究通过加强对 ECLS 作为旅游业新兴营销工具的理解，为文献和实践做出了贡献。研究结果将鼓励更多的酒店和旅游公司利用 ECLS 作为一种新的营销活动策略。

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

ACS Applied Energy Materials Materials Science-Materials Chemistry

CiteScore

10.30

自引率

6.20%

发文量

1368

期刊介绍： ACS Applied Energy Materials is an interdisciplinary journal publishing original research covering all aspects of materials, engineering, chemistry, physics and biology relevant to energy conversion and storage. The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrate knowledge in the areas of materials, engineering, physics, bioscience, and chemistry into important energy applications.