What drives viewers’ engagement in travel live streaming: a mixed-methods study from perceived value perspective

透视图(图形) 价值(数学) 广告 直播流媒体 营销 客户参与度 心理学 业务 社会化媒体 计算机科学 多媒体 机器学习 人工智能 万维网
作者
Yuangao Chen,Lian Tao,Shuang Zheng,Shuiqing Yang,Fujun Li
出处
期刊:International Journal of Contemporary Hospitality Management [Emerald (MCB UP)]
标识
DOI:10.1108/ijchm-01-2024-0115
摘要

Purpose The purpose of this study is to explore the factors influencing viewers’ engagement intention in travel live streaming (TLS) from a perceived value perspective. Design/methodology/approach This study used a mixed-methods approach. In Study 1, 48 semistructured interviews were analyzed based on grounded theory and perceived value theory, and a research framework was established to investigate the impact of viewers’ engagement intentions in TLS. In Study 2, partial least squares structural equation modeling (PLS-SEM) was used to empirically validate survey data from 255 TLS viewers. Findings Through an analysis of the interview content, it was found that the expertise and interaction of the live streamer in TLS as well as the immersion, aesthetics and novelty of the live streaming scene are key influencing factors that affect the engagement of TLS viewers. This finding was confirmed through empirical research. Practical implications This research provides practical suggestions for live streamers, TLS platforms and local government to increase viewer engagement. Specifically, it provides methods and directions for the individual improvement of live streamers, further promotes the development and construction of the platform and underscores the importance of government initiatives in policy support and regulatory framework development. Originality/value This study focuses on the less-researched field of TLS. Using a mixed-methods approach combining interviews and PLS-SEM, this study explores the key factors that affect the engagement of TLS viewers based on the characteristics of live streamers and live streaming scenes.
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