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旅游导刊 ›› 2022, Vol. 6 ›› Issue (4): 42-67.DOI: 10.12054/lydk.bisu.200

• 研究论文 • 上一篇    下一篇

旅游直播中顾客参与对购买意愿的影响研究

李亚莉1(), 刘艳1, 谷慧敏1,2, 刘璐1, 顾慧茹1   

  1. 1.北京第二外国语学院旅游科学学院 北京 100024
    2.北京旅游发展研究基地 北京 100024
  • 收稿日期:2021-11-07 修回日期:2022-03-28 出版日期:2022-08-30 发布日期:2022-09-26
  • 通讯作者: 刘艳(1996— ),女,湖南衡阳人,北京第二外国语学院旅游科学学院硕士研究生,研究方向:旅游和酒店管理。
  • 作者简介:李亚莉(1997—),女,河北秦皇岛人,北京第二外国语学院旅游科学学院硕士研究生,研究方向:旅游和酒店管理。E-mail: 2019110244@stu.bisu.edu.cn
    谷慧敏(1964—),女,湖北钟祥人,博士,北京第二外国语学院旅游科学学院教授,研究方向:旅游和酒店管理。
    刘璐(1999—),女,广东广州人,北京第二外国语学院旅游科学学院硕士研究生,研究方向:旅游和酒店管理。
    顾慧茹(1999—),女,安徽宿州人,北京第二外国语学院旅游科学学院硕士研究生,研究方向:旅游和酒店管理。
  • 基金资助:
    北京第二外国语学院研究生科学研究项目(2020GS14ZD03)

The Impact of Customer Participation on Purchase Intention in Tourism Live Broadcasting

LI Yali1(), LIU Yan1, GU Huimin1,2, LIU Lu1, GU Huiru1

  1. 1. School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
    2. Research Center for Beijing Tourism Development, Beijing 100024, China
  • Received:2021-11-07 Revised:2022-03-28 Online:2022-08-30 Published:2022-09-26

摘要:

旅游直播已发展为旅游业新的营销手段之一,如何有效促进观看直播的顾客产生购买意愿已成为行业和学界关注的核心问题。本研究采用混合研究方法,旨在研究旅游直播顾客参与对购买意愿的影响机制,并试图探索沉浸体验在两者之间的作用。结果表明:旅游直播中的顾客参与对购买意愿有正向影响,但不同参与行为对旅游产品购买意愿的作用存在差异。其中,合作行为对顾客购买意愿影响显著。沉浸体验中介了顾客参与和购买意愿,并在人际互动和购买意愿间起完全中介作用。因此,旅游直播营销在实践中应重点培养与顾客的合作行为,同时,主播在与顾客互动的过程中应注重营造顾客的沉浸体验氛围,以提升直播顾客购买旅游产品的意愿。

关键词: 旅游直播; 顾客参与; 沉浸体验; 购买意愿

Abstract:

Tourism live broadcasting is a new marketing tool in the tourism industry. In this study, we used a mixed research method to investigate the underlying mechanism of tourism live broadcasting on customers’ purchase intention, which is at the heart of the new marketing research. We also applied flow theory to explore the role of flow experience in the relationship between live broadcasting and purchase intention. We proposed and tested four hypotheses: (1) Customer participation in tourism live broadcasting has a positive influence on purchase intention; (2) Different participation behaviors have different effects on tourists’ purchase intention toward tourism products; (3) Cooperation behavior has the most significant impact on customer purchase intention; (4) Flow experience mediates customer participation and purchase intention and completely mediates interpersonal interactions and purchase intention. The findings suggest that the marketing tool of tourism live broadcasting should focus on cultivating participants’ cooperative behavior and pay more attention to creating participants’ flow experience.

Keywords: tourism live broadcasting; customer participation; flow experience; purchase intention

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