A comparative study on value co-creation for experiential tourism and tangible products through e-commerce live-streaming

Purpose This paper aims to examine the influence in e-commerce live-streaming by focusing on the unique aspects of tangible non-tourism product live-streaming (TNPLS) and intangible tourism product live-streaming (ITPLS). It aims to uncover how digital and social interactions, alongside multi-experience, drive value creation in these distinct contexts. Design/methodology/approach Using the interaction-experience-outcome value co-creation paradigm, a chain-mediation model was constructed to analyze live-streaming interactions and multi-experience. Empirical methods were used to compare the roles of these factors in TNPLS and ITPLS, identifying key mediators that influence consumer value co-creation. Findings Both TNPLS and ITPLS benefit from the combined effects of digital and social interactions, with social interaction and multi-experience serving as crucial chain mediators. Significant differences were found in the value co-creation of TNPLS and ITPLS; consumers’ purchase intention in ITPLS depends on multi-experience rather than direct live-streaming interactions. Originality/value This research advances the understanding of value co-creation in tourism e-commerce live-streaming by distinguishing between TNPLS and ITPLS. It expands the boundaries of interaction and experience theories by highlighting the differential impacts of multi-experience, digital and social interactions in these contexts, as well as the encompassed chain-mediation effects. This study provides new insights into the unique challenges and opportunities of live-streaming intangible products, particularly in tourism.