How do I remind you? The combined effect of purchase motivation and reminding message content on tourism consumers' verification behavior

Field verification of tourism live-streaming products is related to the ultimate conversion of tourism benefits. Therefore, improving the product verification rate is critical for tourism companies focusing on live-stream marketing. Considering the targeted nature of purchasing tourism live-streaming products, a mechanism model is constructed to form consumer verification behavior based on goal-directed behavior theory, analyzing it through two scenario experiments. When tourism consumers purchase tourism products for promotional pur-poses, a near-expired discount message can better stimulate their verification behavior; when tourism consumers purchase tourism products for emotional purposes, a limited-time activity message can better stimulate their verification behavior. "Fear of missing out" (FOMO) partially mediated the above interactive relationship, while mental simulation played a moderating role in the primary effect relationship. This study's results emphasize the mechanism of individual decision-making behavior after tourism live-streaming, providing a reference for the online marketing process for tourism companies.