Research into the influencing factors of users'intentions of engaging the live streaming for tourist attractions:an explanation from the informational social influence
With the continuous emergence of live streaming platforms and the constant growth of live streaming sessions,the live streaming for many tourist attractions faces an atmosphere of"two different worlds".How to attract the participation of enough users has become an important research question.From the perspective of informational social influence,this paper uses a situational questionnaire to explore the influences of anchors and viewers as influence sources on the users'participation in the live streaming for tourist attractions,and accordingly analyzes the moderating effect of destination familiarity.It is found that the anchors'expertise,his attractiveness,his trustworthiness,his interaction with audiences,the quality of bullet comments,and the interaction among other audiences have a significant positive impact on the engagement intention of these users through the mediating effect of informational social influence.What's more,the destination familiarity has a significant negative moderating effect when the anchors'expertise,his attractiveness,his trustworthiness,his interaction with audiences,and the quality of bullet comments impact the informational social influence.This study provides reference for improving the users'participation in the live streaming for tourist attractions.
live streaming for tourist attractionsinformational social influenceuser engagement
NETL
NSTL
万方数据
维普
