探索直播如何影响即时购买行为和持续观看意愿:多群体分析

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel & Tourism Marketing Pub Date : 2022-01-02 DOI:10.1080/10548408.2022.2052227

Xingyang Lv, Rui Zhang, Yiran Su, Yang Yang

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引用次数: 35

摘要

摘要本研究采用注意-兴趣-欲望-行动(AIDA)模型来解释旅游直播中观众的即时购买决策过程和持续观看意愿。结果显示，信息性、娱乐性和互动性都对沉浸感有积极影响;沉浸感正向影响观众对旅游产品和直播的兴趣。此外，产品兴趣正向影响购买欲望，促进即时购买行为。然而，对直播的兴趣并没有影响购买欲望。最后，产品兴趣和直播兴趣对持续观看意愿都有正向影响。这项研究还通过检查性别、年龄、观看经历和时间压力来检测群体差异。

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Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis

ABSTRACT This study employed an attention-interest-desire-action (AIDA) model to explain viewers’ immediate purchase decision-making processes and continuous watching intentions within tourism live streaming. Results revealed that informativity, entertainment, and interactivity each positively influenced immersion; immersion positively influenced viewers’ interest in tourism products and live streaming. Furthermore, product interest positively influenced buying desire, promoting immediate buying behaviour. Whereas live streaming interest did not influence buying desire. Finally, both product interest and live streaming interest positively impacted continuous watching intention. This study also detected group differences by examining gender, age, watching experience and time pressure.

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

期刊介绍： The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.