Live commerce has become an important channel for tourism brands, but research on continuous watching has focused mainly on the streaming experience. Drawing on uses and gratifications theory, this study examines how media-related gratifications and brand-based orientations shape continuous watching intention in tourism live commerce. Survey data from 476 Chinese viewers of Ctrip’s tourism live commerce were analyzed using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). SEM shows that brand value, brand loyalty, informativeness, and serendipity positively influence continuous watching intention, while CEO celebrity credibility has no significant independent effect. fsQCA identifies multiple configurations associated with high continuous watching intention and shows that CEO celebrity credibility can matter in combination with other conditions. By integrating media-driven and brand-driven uses and examining their independent and combined effects, this study extends understanding of why viewers continue watching tourism live commerce.
No takes yet. Share an insight, caveat, or question.
Tang et al. (2026) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: