The effect of tourism live streaming information quality and source credibility on users’ continuous viewing intention: an application of elaboration likelihood model

ABSTRACT Tourism live streaming has gradually come into the public's sight and become an important channel to entertain and obtain information. However, how to retain users is the focus of tourism live streaming stakeholders. Based on the elaboration likelihood model, this article developed an integrated relationship model between information quality, source credibility and users’ continuous viewing intention, with social and spatial presence as mediators and perceived stress as moderator. This research used empirical analysis through the questionnaire survey and structural equation model. The data showed that information quality and source credibility positively affect continuous viewing intention of tourism live streaming users. Social and spatial presence mediated the impact of information quality and source credibility on continuous viewing intention. Perceived stress negatively moderated the impact of information quality on continuous viewing intention. These findings provided theoretical and practical insights that can promote the development of live streaming in the modern tourism field.