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Related Experiment Video

Updated: Jun 1, 2025

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos

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Published on: May 29, 2020

How does live streaming affect tourists' intention - a psychology theory perspective.

Naipeng Bu¹, Ying Li¹, Yanan Li²

¹Business School, Shandong University, Weihai, China.

Scientific Reports

|January 17, 2025

Summary

Live streaming usefulness, authenticity, and interactivity enhance tourist telepresence and trust, positively influencing travel decisions. This research explores destination live streams

Keywords:

Destination Live streaming S-O-R theory Travel decision

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Area of Science:

Tourism Marketing
Digital Communication
Consumer Behavior

Background:

Live streaming is an emerging experiential approach in tourism.
It significantly influences tourist decision-making processes.
Understanding the psychological mechanisms is crucial.

Purpose of the Study:

To validate the impact of usefulness, authenticity, and interactivity of destination live streams on tourist decision-making.
To examine the mediating roles of telepresence and trust.
To apply the Stimulus-Organism-Response (S-O-R) theory.

Main Methods:

Quantitative analysis using survey questionnaires from 274 valid data points.
Structural Equation Modeling (SEM) was employed using SPSS 26.0 and Amos 28.0.
The study operationalized live stream attributes as stimuli, telepresence and trust as organism, and travel decisions as response.

Main Results:

Interactivity and authenticity positively influence tourists' telepresence.
Usefulness, interactivity, and authenticity positively affect perceived trust.
Telepresence and trust mediate the relationship between live stream attributes and travel decisions.

Conclusions:

Destination live streams' usefulness, authenticity, and interactivity are key external stimuli.
These factors enhance telepresence and trust, ultimately driving travel decisions.
The study contributes to understanding live streaming's role in the tourism sector.