购买产品还是赠送礼品?旅游直播中观众与直播者不同互动策略的研究

IF 7.3 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Shixuan Fu , Xiaojiang Zheng , Tingting Hou , Yunyi Yang
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引用次数: 0

摘要

在使用和满足理论(U&GT)的基础上,我们采用混合方法研究了不同观众与流媒体互动对观众购买产品和馈赠礼品意愿的影响机制。在研究 1 中,我们收集了 331 份有效问卷,并通过 SmartPLS 3.3.3 检验了所提出的定量模型。研究 1 的定量结果显示了远程呈现和对流媒体的信任对观众购买产品和送礼意愿的影响。在研究 2 中,我们进行了 20 个深度访谈,通过三种满足感(即过程满足感、社交满足感和内容满足感)进一步解释了观众与流媒体互动策略对产品购买和礼品赠送意愿的影响机制。本研究对流媒体公司采取适当的互动策略和实现更好的货币化目标具有启示意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Product purchase or gift-giving? An investigation of different viewer-streamer interaction strategies in tourism live streaming

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.

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来源期刊
CiteScore
15.60
自引率
3.40%
发文量
99
审稿时长
59 days
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.
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