Research On Continuous Viewing Intention Of Tourism Live Streaming Users Based On Elaboration Likelihood Model

With the rapid development of digital technology and the diversification of the live streaming model,the tourism industry is deeply integrated with the network live streaming.Tourism live streaming has gradually entered the public’s sight and become an important channel for the public to entertain and obtain information.However,tourism live streaming has not been fully developed and utilized;the continuous retention of its live streaming users and transformation still needs to be explored.Most existing studies focus on the development status,promotion strategy,platform operation mode,and other aspects of tourism live streaming.They do not fully grasp the overall willingness of users to continue watching in the tourism live streaming field.Given this,it is of great theoretical and practical significance to explore the influencing factors and internal mechanism of live streaming users’ continuous viewing intention in tourism live streaming.Based on the elaboration likelihood model,this study selects information quality as the key variable of the central route and source credibility as the key variable of the peripheral route.In this way,a hypothetical model of the impact of tourism live streaming information clues on users’ continuous viewing intention is preliminarily constructed.To further explore the internal mechanism of live streaming users’ attitude and behavior changes,social presence,spatial presence,and live streaming involvement are introduced as mediating variables,and perceived stress is used as moderating variable.Finally,a theoretical model is constructed.The research collected data through the data purchase service of the Credamo platform and finally got 404 valid samples.SPSS 26.0 and Smart PLS 4.0 were used to carry out descriptive statistical analysis,reliability and validity test,and structural equation model test on the data to verify the direct effect,mediating effect and moderating effect involved in the hypothetical model.The empirical results are as follows.(1)Information quality,source credibility,social presence,spatial presence,and live streaming involvement positively impact the continuous viewing willingness of tourism live streaming users.(2)Social presence,spatial presence,and involvement mediate the relationship between information quality and users’ continuous viewing intention.These three variables also mediate the relationship between source credibility and continuous viewing intention.(3)Perceived stress negatively moderates the relationship between information quality and users’ continuous viewing intention.But the moderating effect of perceived stress in source credibility on users’ continuous viewing intention is not significant.Based on the above conclusions,this study proposes the following recommendations:tourism enterprises should be good at using and skillfully using tourism live streaming to retain and convert live streaming users.Practitioners of tourism live streaming should pay attention to the integration of tourism authenticity and value guidance and the accumulation of tourism knowledge and live streaming skills.Tourism live streaming platforms should strengthen the construction of technology-enabled tourism live streaming platforms and implement differentiation and differentiation strategies.