How E-servicescapes Evoke Audiences' Purchase Intention in Tourism E-commerce Live Streaming:The Chain Mediating Effect of Place Attachment
In the Internet era,live streaming has become an important channel for marketing tourism products.In the existing literature,e-commerce live streaming has been well researched,and there is a wealth of literature on the factors influencing the purchase intention of e-commerce live streaming viewers.However,there is a lack of empirical literature on viewers'purchase intention toward experience-based products(e.g.,tourism products)in e-commerce live streaming and the influencing factors.Also,the scenario effects of entertainment atmosphere and celebrity halo on viewers'purchase intention in tourism e-commerce live streaming have not been studied so far.This study explores the influence mechanism of e-commerce live streaming on purchase intention toward experience-based products such as tourism products,and applies the place attachment theory in the e-commerce live streaming service scenario,with an aim of enriching the theoretical research related to tourism e-commerce live streaming marketing that has received greater attention.Specifically,based on the stimulus-organism-response(SOR)framework and the place attachment theory,this study constructs a chain mediation model with live e-commerce entertainment atmosphere and celebrity aura as independent variables,place dependence and place identity as mediating variables,and viewers'purchase intention as dependent variables.Then,an empirical test has been conducted based on data collected through 688 questionnaires.Using PLS-SEM and Bootstrapping analysis methods,the study found as follows.(1)Both entertainment atmosphere scenes and celebrity aura scenes can positively affect place dependence and place identity.(2)Place dependence for tourism e-commerce live streaming can positively affect place identity,and both place dependence and place identity can positively affect purchase intention.(3)The simple mediation effect of place dependence is significant in the relationship between service scenes and purchase intention.However,place identity has only a simple mediation effect on the relationship between celebrity aura and purchase intention,which is very weak on the relationship between entertainment atmosphere and purchase intention.(4)Place dependence and place identity play a chain mediation role in the indirect influence of service scenes on purchase intention.Based on the tourism e-commerce live streaming scenes,this study empirically demonstrates the place attachment mechanism of the entertainment atmosphere and celebrity halo scenes and its effects on viewers'purchase intention.This study integrates the servicescape theory and place attachment theory,and systematically reveals the influence process of the servicescape during tourism e-commerce live streaming on viewers'purchase intention.When watching live streaming,viewers generate the purchase intention after going through four processes,namely,e-servicescape stimulation,functional cognition,emotional engagement,and individual reaction.The research findings provide new perceptions of the place attachment effect of e-servicescapes,and useful management insights for simulating viewers'place identity and purchase intention in e-commerce live streaming.
live streamingtourism e-commercee-servicescapeplace attachment theorypurchase intention
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