旅游直播如何影响冲动消费和持续观看意图——基于数字可供性视角

How Tourism Live Streaming Affects Impulsive Buying Behavior and Continuous Watching Intention:From the Perspective of Digital Affordance

随着数字化时代的到来,“旅游+直播”为旅游业持续发展带来了新生机。虽然也引起了学术界的关注,但缺乏从技术视角探究旅游直播对旅游者认知和消费决策影响的研究。文章基于数字可供性视角,利用刺激-机体-反应理论框架构建数字可供性对冲动购买行为和持续观看意图的作用机制模型。通过实证研究发现,在旅游直播情境中,数字可供性(物理可供性、信息可供性和交互可供性)对冲动购买行为和持续观看意图均具有正向影响;沉浸感在数字可供性与冲动购买行为和持续观看意图之间发挥着部分中介机制。目的地熟悉度在数字可供性与沉浸感之间发挥正向调节作用,而权力感也增强了沉浸感与冲动购买行为和持续观看意图之间的正向关系。研究不仅为探究旅游直播行为研究提供新视角,同时也为旅游从业者、企业以及目的地管理者如何更好地挖掘直播技术潜力提供了借鉴。

With the rapid development of emerging technologies,tourism living streaming,integrated with tourism,and live broadcasting,brings about a new opportunity for the development of the tourism industry.As a new form of media,tourism live streaming shapes the virtual tourism environment,which offers a new path to experience and greatly influences the tourists'perception and behavior of consumption.The existing studies on tourism live streaming mainly focus on the discussion of its attributes and the motivation of viewers but ignore the possible impacts of tourism live streaming on viewers'psychology and behavior.Therefore,this study aims to construct a mechanism model of digital affordability on impulse purchase behavior and continuous viewing intention based on the SOR theory.Moreover,destination familiarity and consumers'sense of power as moderator variables are also introduced to explore their boundary effects.In this study,486 viewers who have ever watched tourism live streaming were invited to participate in an online survey through the platform—Wenjuanxing.The research results reveal that three dimensions of digital affordance,including physical,informativity,and interactivity,have a significant positive impact on impulse purchase behavior and continuous watching intention.Immersion partially mediated the relationship between digital affordance impulsive buying behavior and continuous watching intention.Destination familiarity plays a positive role in moderating the relationship between digital affordance and immersion.At the same time,consumers'sense of power enhances the positive relationship between immersion in impulsive buying behavior and continuous watching intention.That is,a higher sense of power may generate a much more positive effect of immersion on impulsive buying behavior and continuous watching intention.The paper provides important theoretical and practical implications for the research of tourism live streaming.The theoretical contributions of the study are as follows:Firstly,based on the ontological perspective of digital affordance,the paper attempts to display the viewers'perceptions of the interaction between viewers and live streaming technology,explain their impacts on consumers'behavioral decisions,and provides a new paradigm perspective for the tourism technology.Secondly,the paper reveals that immersion can be seen as a path to explain the relationship between digital affordance,impulsive buying behavior,and continuous watching intention.This further applies flow theory to the field of tourism live streaming.Lastly,the paper reveals the moderated effects of destination familiarity and consumers'sense of power,which contributes to the boundary effect by enriching the theory of digital affordance in tourism live streaming.The practical implications of the study are as follows:Firstly,tourism firms should pay more attention to three attributes of digital affordances,such as creating multi-channel,multi-mode,and diversified tourism live streaming space,exploring new and appropriate angles and styles,and novel presentation style et al.Secondly,tourism streamers should strive to create a relaxed and enjoyable livestreaming atmosphere by employing various measures,so that the audiences can be driven to enhance impulsive buying behavior and continuous watching intention.Thirdly,tourist attraction managers should enhance viewers'or potential viewers'familiarity with tourist destinations,such as constructing new landmarks,new scenes,new images,and new tourism IP.In addition,viewers with a higher sense of power could experience more positive emotions,so streamers should reduce limitations for interaction and accredit more power to viewers.