Beneficial or troublesome? Revealing the double-edged effects of tourism live streaming affordances on viewers' engagement

被引：0
|
作者：
Zhang, Zhiyu [1 ]
Liang, Xinjian [2 ]
Xue, Jiaolong [3 ]
Zhao, Yichen [3 ]
机构：
[1] Sichuan Univ, Ind Dev Res Ctr, Chengdu, Sichuan, Peoples R China
[2] Chengdu Normal Univ, Ctr Southeast Asian Econ & Culture Studies, Chengdu, Sichuan, Peoples R China
[3] Sichuan Univ, Business Sch, 29 Wangjiang Rd, Chengdu, Sichuan, Peoples R China
来源：
JOURNAL OF TRAVEL & TOURISM MARKETING | 2025年 / 42卷 / 01期
基金：
中国国家自然科学基金; 中国博士后科学基金;
关键词：
Tourism live streaming affordance; memorable experiences; destination brand engagement; nonlinear (U-shaped) relationship; consumer skepticism; live streamer; viewer engagement; landscape visibility; soundscape audibility; guided interpretation; SOCIAL MEDIA AFFORDANCES; CUSTOMER ENGAGEMENT; BRAND ENGAGEMENT; EXPERIENCE; INTENTION; BEHAVIOR; REVISIT; SCALES; WILL;
D O I：
10.1080/10548408.2024.2438321
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Tourism live streaming (TLS) empowers streamers to act with destinations, viewers, and products, namely TLS affordance. Underpinning the technology affordance theory, this study unravels the impact of the TLS affordances on TLS engagement of viewers by conducting an online survey. The results show that (1) TLS affordances have double-edged effects on destination brand engagement and viewer engagement; (2) product involvement moderates the Inverted U-shaped (U-shaped) effects of product visibility (guidance shopping) on memorable experiences (consumer skepticism). This study provides theoretical and practical implications for destination managers, live streamers, and product manufacturers in optimizing the efficiency of TLS affordances.
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页码：133 / 159
页数：27
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