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

IF 4.1 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Research Pub Date : 2024-09-23 DOI:10.1002/jtr.2767

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

{"title":"Personal Brand Equity and Telepresence's Role in Tourism Electronic Commerce Live Streaming","authors":"Jing Liu, Fu-Chieh Hsu, Yiran Ma, Yuqing Huang","doi":"10.1002/jtr.2767","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>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.</p>\n </div>","PeriodicalId":51375,"journal":{"name":"International Journal of Tourism Research","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2024-09-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jtr.2767","RegionNum":3,"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

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.

查看原文本刊更多论文

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。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

9.00

自引率

4.30%

发文量

期刊介绍： International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.