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- W4207035390 abstract "As a communication and marketing channel of e-commerce, the atmosphere in live broadcasting has an important impact on consumer behavior intention. It is urgent to strengthen the research on the cues of live broadcasting environment atmosphere for the improvement of the new marketing mode of tourism live broadcasting on location in the rapid development. Through unstructured in-depth interviews, this paper applies grounded theory to explore the deep-seated factors that affect the behavior intention in tourism live broadcasting on location. This study found that atmosphere cues, online trust, consistency of anchor image and content all affect consumer behavior intention, but the influence path is not consistent. Atmosphere cues are the antecedents, which play a mediating role in the impact of online trust on behavior intention, and consistency of anchor image and content has a moderating effect on Online trust. On this basis, this study explores the constituent factors of the above three main categories and the mechanism model of their action on behavioral intention, namely the atmosphere cognition behavior integrated model, which provides ideas for the marketing mode of tourism live broadcasting on location to play a better role in effectively disseminating information, enhancing interaction and promoting tourism behavioral decision-making." @default.
- W4207035390 created "2022-01-26" @default.
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- W4207035390 date "2021-10-15" @default.
- W4207035390 modified "2023-09-26" @default.
- W4207035390 title "How to Obtain Consumer Information in Tourism e-Commerce? An Exploratory Research Based on Tourism Live Broadcasting on Location" @default.
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- W4207035390 doi "https://doi.org/10.1145/3497701.3497705" @default.
- W4207035390 hasPublicationYear "2021" @default.
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