The Influence Of Social Presence On Purchase Intention Of Tourism Live Broadcast

In 2020,as a representative emerging business,live broadcast has become one of the fastest growing internet platforms.With the advent of the era of we media,live broadcast marketing has become a new marketing means,and all walks of life have embarked on the road of "live broadcast".The emergence of live broadcast breaks the unified plane publicity and promotion of tourism products,brings users more immersive experience,and has made substantial changes in both consumption experience and product promotion,providing new ideas for the upgrading and transformation of tourism industry.Based on the social facilitation theory and the S-O-R model,taking "Ctrip Boss Live Broadcast" as a research case,this paper constructs a tourism live broadcast consumption behavior model with social presence as the antecedent variable and trust and attitude as the intermediary variable,discusses the impact of social presence on consumers’ purchase intention in tourism live broadcast,and puts forward the research hypothesis of this paper.Through questionnaire survey and SPSS 25.0 statistical analysis software,this study made factor analysis and regression analysis on 418 research samples,and the following research conclusions are drawn: first,social presence has a significant positive impact on trust,attitude and purchase intention;Second,trust and attitude have multiple mediating effects between social presence and purchase intention.Based on the research results,this paper puts forward some management suggestions on how to improve the effect of tourism live broadcasting and promote the consumption of tourism products,and discusses the research limitations and future research prospects of this study.