名人代言的旅游直播如何引发冲动性购买?信任和积极情绪的作用

IF 4.5 3区 管理学 Q1 BUSINESS
Bassam Samir Al-Romeedy, Heba Salah Zaki
{"title":"名人代言的旅游直播如何引发冲动性购买?信任和积极情绪的作用","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":"{\"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}","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

摘要

尽管冲动性购买(IB)已因直播而传播开来,但目前有关这一主题的知识仍相对匮乏。因此,为了了解这种关系之外的潜在机制,本研究旨在调查名人代言的旅游直播(CETLS)对消费者冲动性购买的影响。此外,本研究还探讨了积极情绪(PE)和信任(TS)的中介作用。数据收集自社交媒体网络上的旅游小组成员。对 584 个有效回答进行了 PLS-SEM 分析。研究结果表明,CETLS 对消费者的积极情绪(PEs)、信任(TS)和 IB 有显著的正向影响。此外,研究结果还表明,PEs 和 TS 在 CETLS 与 IB 之间起到了中介作用。本研究为通过 CETLS 探讨游客的 IB 提供了一个有价值的视角。此外,它还通过研究 PEs 和 TS 的中介作用增进了对游客 IB 的了解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How celebrity-endorsed travel livestreaming triggers impulsive buying? The role of trust and positive emotions
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
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.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信