In light of the enormous potential of the livestreaming business,livestreaming has gained popularity as a means for vendors and sellers to boost sales.Due to its revenue generation capabilities,livestreaming commerce has also emerged as a realistic option and preferred choice for tourism enterprises to presell travel products(e.g.,accommodation services,airfares,and scenic spot tickets).Yet,the focus of existing studies is on travel live videos without selling tourism products,but rather streamers broadcasting their tourism experience in real time.Relatively few studies have been published on viewers'purchasing behavior,a core indicator of tourism livestreaming commerce.There is a paucity of knowledge about why consumers purchase travel products in livestreaming rooms,and fresh insights may be gained by investigating why viewers are prepared to purchase tourism products in a livestreaming room.Based on stimulus-organism-response paradigm,the present study adopted an exploratory qualitative approach to explore the antecedents of consumer purchasing behavior of travel product in livestreaming shopping and develop a conceptual framework to clarify the influence mechanisms of these antecedents.A total of 20 in-depth interviews were conducted.With the help of Nvivo 11,thematic analysis was adopted to analyze the interview data.The qualitative data analysis revealed that:(1)In addition to information quality and features of live streamer,the uniqueness of the travel product and the type,credibility and marketing capabilities of the livestreaming shopping platform also serve as external stimuli that influence consumer purchasing behavior;(2)Consumers'flow state when watching livestreaming of travel products,together with their perceived ease of use and perceived usefulness,are consumers'internal perceptions of external stimuli,and influence their attitude towards livestreaming shopping of travel product,watch intention and purchase behavior;(3)Whether consumers move from being a"viewer"to a"buyer"of travel products in livestreaming rooms is also moderated by tourist characteristics and perceived risks.These findings contribute to a more comprehensive understanding of the relationships among the antecedents and their influence mechanisms on consumer purchasing behavior of travel product in livestreaming shopping,expanding the research context of tourist behavior and providing constructive references for the long-term development of the tourism livestreaming commerce.
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NSTL
万方数据
