{"title":"Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis","authors":"Xingyang Lv, Rui Zhang, Yiran Su, Yang Yang","doi":"10.1080/10548408.2022.2052227","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":48309,"journal":{"name":"Journal of Travel & Tourism Marketing","volume":"39 1","pages":"109 - 135"},"PeriodicalIF":8.2000,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"35","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Travel & Tourism Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/10548408.2022.2052227","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 35
Abstract
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.
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.
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