The Effect of Social Presence on User's Participation Willingness Under Tourism Live Streaming

被引:1
作者
Shen, Yulan [1 ]
Du, Jian [1 ]
Liu, Yutong [1 ]
Peng, Jiayin [1 ]
机构
[1] Zhejiang Univ, Sch Management, Hangzhou, Peoples R China
基金
中国国家自然科学基金;
关键词
perceived value; social presence; tourism live streaming; user innovativeness; users' participation willingness; PERCEIVED VALUE; CONSUMER INNOVATIVENESS; PURCHASE INTENTION; IMPACT; MODEL; TRUST; SATISFACTION; ADOPTION;
D O I
10.1002/jtr.2777
中图分类号
F [经济];
学科分类号
02 ;
摘要
Tourism live streaming, as a powerful online platform connecting destinations and users, has promoted the recovery of tourism in the post-epidemic era. This study uses the stimulus-organism-response (SOR) framework to investigate the connections among social presence, perceived value, and user's participation willingness in tourism activities. Through analyzing 383 responses collected from Douyin users, it is confirmed that social presence and emotional social presence will positively affect users' participation willingness. In addition, perceived functional value and perceived affective value play a partial positive mediating role, and user innovativeness positively moderates the connection between perceived value and users' participation willingness. This study is helpful for anchors and platforms to achieve better tourism live broadcast operation and management and is helpful for the tourism service industry to expand product influence and business performance.
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页数:16
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