The effect of tourism live streaming information quality and source credibility on users’ continuous viewing intention: an application of elaboration likelihood model

ABSTRACTABSTRACTTourism live streaming has gradually come into the public's sight and become an important channel to entertain and obtain information. However, how to retain users is the focus of tourism live streaming stakeholders. Based on the elaboration likelihood model, this article developed an integrated relationship model between information quality, source credibility and users' continuous viewing intention, with social and spatial presence as mediators and perceived stress as moderator. This research used empirical analysis through the questionnaire survey and structural equation model. The data showed that information quality and source credibility positively affect continuous viewing intention of tourism live streaming users. Social and spatial presence mediated the impact of information quality and source credibility on continuous viewing intention. Perceived stress negatively moderated the impact of information quality on continuous viewing intention. These findings provided theoretical and practical insights that can promote the development of live streaming in the modern tourism field.KEYWORDS: Tourism live streamingelaboration likelihood modelinformation qualitysource credibilitycontinuous viewing intentionperceived stress AcknowledgementsThe authors would like to thank the article editor and reviewers for thoughtful comments that greatly improved the article.Disclosure statementNo potential conflict of interest was reported by the author(s).Data availability statementsThe datasets generated during and/or analysed during the current study are available from the corresponding author on reasonable request.Ethical approvalAll participants gave informed consent prior to participation in the study. All procedures were approved by the Ethics Committee of the School of Business and Tourism, Sichuan Agricultural University.Author contributionsConceptualization, W.S. and B.P.; Methodology, W.S.; Formal analysis, W.S.; Investigation, B.P.,W.S. and S.J.; Writing-original draft preparation, B.P. and W.S.; Writing-review and editing, B.P., W.S., S.J. and I.P.; Supervision, B.P. and I.P.; Funding acquisition, B.P.. All authors have read and agreed to the published version of the manuscript.Additional informationFundingThis research was funded by the National Natural Science Foundation of China (No. 71804119), the Research Subject of Tourism Development Research Center of Sichuan Province (No. LY22-03), the China Scholarship Council Foundation (No. 202208515041), the Teaching Reform Research Project of the Sichuan Agricultural University (X201946) and Project of Agriculture and Forestry Committee of The Chinese Society of Academic Degrees and Graduate Education (2021-NLZX-YB61).