The Effect of Social Presence on User's Participation Willingness Under Tourism Live Streaming

ABSTRACT Tourism live streaming, as a powerful online platform connecting destinations and users, has promoted the recovery of tourism in the post‐epidemic era. This study uses the stimulus‐organism‐response (SOR) framework to investigate the connections among social presence, perceived value, and user's participation willingness in tourism activities. Through analyzing 383 responses collected from Douyin users, it is confirmed that social presence and emotional social presence will positively affect users' participation willingness. In addition, perceived functional value and perceived affective value play a partial positive mediating role, and user innovativeness positively moderates the connection between perceived value and users' participation willingness. This study is helpful for anchors and platforms to achieve better tourism live broadcast operation and management and is helpful for the tourism service industry to expand product influence and business performance.