Research of Tourism Live Users'Participation Intention from the Perspective of Generational Differences——Based on SEM and fsQCA
Structural equation model(SEM)was used to verify the influence mechanism of users'willingness to participate in tourism live broadcast,and fuzzy set qualitative comparative analysis method(fsQCA)was used to explore the configuration path of improving the willingness of different age groups to participate in tourism live broadcast.The results show that(1)Users'willingness to participate in tourism live broadcast is significantly and positively influenced by the usability,ease of use and entertainment of the platform,among which the usability and entertainment have greater influence;(2)The professionalism,popularity and involvement of anchors in tourism products have a significant positive impact on users'participation intention,among which the professionalism has the greatest impact;(3)The quality of live broadcast content,real-time update and visual cues have a positive effect on users'participation intention,and visual cues are more likely to trigger participation intention;(4)The strategies to enhance the participation intention of users in tourism live streaming are diverse and intricate,exhibi-ting slight variations across different age groups.The quality,timeliness and visual effect of tourism live content have commonality in the promotion path of the group under 40,but the quality of live tourism content has no partic-ipation attraction for the group over 40.The tourism live streaming platform and anchor characteristics have a simi-lar impact on enhancing the participation intention of users aged under 20 and between 31-40 years old,while the anchor features are more effective in improving the participation intention of users aged between 21 and 30.The live broadcast content fails to captivate the demographic aged above 40,while the enhancements in live broadcast plat-forms and anchor characteristics yield positive effects.
tourism live broadcastparticipation intentiongenerational differencesconfiguration pathinflu-ence factor
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