From Anchor to Audience: The Influence Mechanism of Consumer Purchase Intention in Tourism E-commerce live Streaming

Lanlan Zhang; Pengrui Li

doi:10.47297/wspciWSP2516-252707.20250901

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From Anchor to Audience: The Influence Mechanism of Consumer Purchase Intention in Tourism E-commerce live Streaming

Volume 9, Issue 1

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From Anchor to Audience: The Influence Mechanism of Consumer Purchase Intention in Tourism E-commerce live Streaming
From Anchor to Audience: The Influence Mechanism of Consumer Purchase Intention in Tourism E-commerce live Streaming
1.Cheongju University, Cheongju-si, Korea, 28503
2.Yan'an University, Yan'an, Shaanxi, China, 716000
Vol. 9, Issue 1, Pages: 35-39(2025)
Published：24 February 2025
DOI：10.47297/wspciWSP2516-252707.20250901
Accepted：

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Zhang Lanlan,Li Pengrui.From Anchor to Audience: The Influence Mechanism of Consumer Purchase Intention in Tourism E-commerce live Streaming[J].Creativity and Innovation,2025,09(01):35-39.
DOI：

Zhang Lanlan,Li Pengrui.From Anchor to Audience: The Influence Mechanism of Consumer Purchase Intention in Tourism E-commerce live Streaming[J].Creativity and Innovation,2025,09(01):35-39. DOI： 10.47297/wspciWSP2516-252707.20250901.

摘要

Abstract

Tourism live streaming

as an emerging marketing strategy

has significantly enhanced consumers' shopping experiences

providing new growth opportunities and innovative perspectives for tourism enterprises and the broader industry. This study

based on survey data from 377 consumers of tourism e-commerce live streaming and grounded in the S-O-R theory

investigates the impact of live streaming features on consumers' purchase intentions through the lenses of flow experience and perceived trust. The research model was tested using structural equation modeling.The findings revealed that streamer characteristics not only directly influence viewers' purchase intentions but also indirectly affect them through flow experience and perceived trust. Similarly

platform characteristics impact purchase intentions indirectly via flow experience and perceived trust. In contrast

product characteristics exert a direct influence on purchase intentions without mediation. Furthermore

flow experience significantly enhances perceived trust.This study contributes to the theoretical understanding of tourism e-commerce live streaming and offers valuable managerial insights for tourism enterprises and live streamers.

关键词

Keywords

references

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