Dual-path persuasion in tourism live-streaming
A heuristic-systematic examination of impulsive travel intention and immediate buying intention
Bibliographic Data
| ID | 24020336 |
|---|---|
| Authors | Ruoyu Gao (0009-0007-8904-6863, Macao University of Tourism, corresponding author), Christy Yen Nee Ng (0000-0001-6507-8587, Macao University of Tourism), Xiuchang Sherry Tan (0000-0003-3783-5151, Macao University of Tourism) |
| Year | 2026 |
| Pages | 1-17 |
| Publication date | 2026-08-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Tourism Recreation Research (JOURNAL) |
| Journal identifiers | ISSN: 0250-8281 • E-ISSN: 2320-0308 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/02508281.2026.2701003 |
| OpenAlex | W7172121478 |
| Language | EN |
| References cited | 76 |
The formation of impulsive travel intention and immediate buying intention in tourism live-streaming remain unclear. Based on the Heuristic-Systematic Model (HSM), this study aims to construct a theoretical framework comprising information quality, two types of interaction (viewer-streamer and viewer-viewer interaction), and two outcome variables. Based on a questionnaire survey of 606 Chinese tourism live-streaming users and structural equation modelling analysis, this study found that: (1) information quality is positively correlated with physical presence, and consequently has a positive association with impulsive travel intention; (2) viewer-viewer interaction exhibits a significantly stronger association than viewer-streamer interaction; (3) impulsive travel intention is significantly positively correlated with immediate buying intention. In theoretical contribution, this study extends HSM to the tourism live-streaming context, compares the effectiveness of two types of interaction, and reveals the relationship between impulsive travel intention and immediate buying intention. In practical contribution, this study provides empirical guidance for optimizing tourism live-streaming interaction functions (such as highlighting comments) and information presentation (such as information cards).
Association (psychology) · Construct (python library) · Persuasion · Quality (philosophy) · Questionnaire · Structural equation modeling · Tourism · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Diverse Aspects of Tourism Research
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| Highly cited | No |
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