Configuring the value-versus-attachment combinations in determining consumer purchase intention in tourism e-commerce live streaming: a fsQCA approach

Based on complexity theory and applying the method of fuzzy-set qualitative comparative analysis (fsQCA), this study tested and identified the configuration effects of perceived values and virtual place attachment on purchase intention in tourism living streaming. Analyses on a sample of 583 experienced tourism live streaming audience members revealed six configurations, which can be summarized in three typical combinational paths: i.e. 'emotional value-place identity', 'convenience – place identity' and 'price – place attachment'. Emotional transmission, price, convenience (perceived usefulness and perceived ease of use), place dependence and place identity form various combination paths through different configurations. The study provides management and marketing implications for streamers or tourism enterprise managers to design and implement effective tourism live streaming programmes.