What question did this study set out to answer?

To examine the psychological mechanisms underlying viewers' impulsive travel intentions during tourism live streaming using the stimulus–organism–response framework.

February 7, 2024Journal of Travel & Tourism Marketing

What drives impulsive travel intention in tourism live streaming? A chain mediation model based on SOR framework

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To examine the psychological mechanisms underlying viewers' impulsive travel intentions during tourism live streaming using the stimulus–organism–response framework.
Administered a cross-sectional survey distributed via WeChat to tourism live stream viewers in China.
Analyzed N=348 valid questionnaires using a chain mediation model evaluating live streaming features, presence, flow experience, trust, and impulsive travel intention.
Tourism live streaming features significantly and positively enhanced viewers' feelings of physical presence and social presence.
Heightened presence indirectly boosted impulsive travel intentions through a sequential chain mediation mechanism involving flow experience and trust.

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Implication

Survey study reveals mechanisms driving impulsive travel intention in live stream viewers, indicating that presence, flow, and trust sequentially promote spontaneous booking decisions.

Cite This Study

Liang et al. (2024) studied this question.

synapsesocial.com/papers/6a041f60b0131666f47e73db https://doi.org/10.1080/10548408.2024.2310175

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Implication

Survey study reveals mechanisms driving impulsive travel intention in live stream viewers, indicating that presence, flow, and trust sequentially promote spontaneous booking decisions.

What drives impulsive travel intention in tourism live streaming? A chain mediation model based on SOR framework

Key Points

Discussion

Implication

Cite This Study

What drives impulsive travel intention in tourism live streaming? A chain mediation model based on SOR framework

Key Points

Discussion

Implication

Cite This Study

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