旅游直播中顾客参与对购买意愿的影响研究

doi:10.12054/lydk.bisu.200

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

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.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. 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/Abstract

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

中图分类号:

李亚莉, 刘艳, 谷慧敏, 刘璐, 顾慧茹. 旅游直播中顾客参与对购买意愿的影响研究[J]. 旅游导刊, 2022, 6(4): 42-67.

LI Yali, LIU Yan, GU Huimin, LIU Lu, GU Huiru. The Impact of Customer Participation on Purchase Intention in Tourism Live Broadcasting[J]. Tourism and Hospitality Prospects, 2022, 6(4): 42-67.

图/表 7

参考文献 74

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弹幕参与 Bullet screen participation	弹幕行为 Bullet screen behavior	数量 Number	占比（%） Proportion（%）	Kappa系数 Kappa Alpha
人际互动 Personal interaction （共9 545条共占25.44%）	建立良好关系	4 365	11.63	0.910
	积极回应	3 387	9.02	0.927
	赞美或吐槽	1 793	4.78	0.973
信息分享 Information sharing （共6 027条共占16.06%）	问题咨询	3 262	8.69	0.929
	提出需求	1 981	5.28	0.875
	分享经验	450	1.20	0.862
	提出建议	334	0.89	0.937
合作行为 Responsible behavior （共21 955条共占58.50%）	配合抽奖	21 393	57.01	0.904
	共同合作	289	0.77	0.954
	责任承担	273	0.73	0.930

弹幕参与 Bullet screen participation	弹幕行为 Bullet screen behavior	数量 Number	占比（%） Proportion（%）	Kappa系数 Kappa Alpha
人际互动 Personal interaction （共9 545条共占25.44%）	建立良好关系	4 365	11.63	0.910
	积极回应	3 387	9.02	0.927
	赞美或吐槽	1 793	4.78	0.973
信息分享 Information sharing （共6 027条共占16.06%）	问题咨询	3 262	8.69	0.929
	提出需求	1 981	5.28	0.875
	分享经验	450	1.20	0.862
	提出建议	334	0.89	0.937
合作行为 Responsible behavior （共21 955条共占58.50%）	配合抽奖	21 393	57.01	0.904
	共同合作	289	0.77	0.954
	责任承担	273	0.73	0.930

因子 Factors		题项 Measured items	因子负荷量 Factor loading	克隆巴赫系数 Cronbach’s α	组合信度 CR	平均方差抽取量 AVE
因子 Factors		题项 Measured items	因子负荷量 Factor loading	克隆巴赫系数 Cronbach’s α	组合信度 CR	平均方差抽取量 AVE
顾客参与 Customer participation （CP）	人际互动 Personal interaction （PI）	PI1我与主播建立了良好的关系	0.79	0.80	0.80	0.58
		PI2当主播表现好时,我会通过点赞或发弹幕来赞美他们	0.68
		PI3我会主动跟主播通过弹幕聊天或者积极回应他（她）的问题	0.80
	信息分享 Information sharing （IS）	IS1咨询我在直播购买过程中遇到的问题	0.84	0.90	0.90	0.69
		IS2告知他们我对旅游产品的偏好或需求	0.85
		IS3提出自己的想法或建议	0.79
		IS4了解关于产品的相关信息	0.83
	合作行为 Responsible behavior （RB）	RB1我认为直播间的活动需要我积极配合	0.78	0.78	0.78	0.54
		RB2我认为直播不是主播一个人的工作,需要我配合共同合作完成	0.75
		RB3我会积极配合主播的工作	0.68
沉浸体验 Flow experience （FE）		FE1我觉得时间过得很快	0.77	0.84	0.83	0.56
		FE2我的好奇心被激发了	0.76
		FE3我会有操控感	0.68
		FE4我感觉很享受	0.77
购买意愿 Purchase intention （PB）		PB1我愿意购买直播推荐的旅游产品	0.75	0.84	0.84	0.57
		PB2我很可能会考虑购买直播推荐的旅游产品	0.76
		PB3如果需要,我愿意继续通过直播购买旅游产品	0.76
		PB4下次购买旅游产品时,我通过直播购买的可能性很大	0.74

因子 Factors		题项 Measured items	因子负荷量 Factor loading	克隆巴赫系数 Cronbach’s α	组合信度 CR	平均方差抽取量 AVE
因子 Factors		题项 Measured items	因子负荷量 Factor loading	克隆巴赫系数 Cronbach’s α	组合信度 CR	平均方差抽取量 AVE
顾客参与 Customer participation （CP）	人际互动 Personal interaction （PI）	PI1我与主播建立了良好的关系	0.79	0.80	0.80	0.58
		PI2当主播表现好时,我会通过点赞或发弹幕来赞美他们	0.68
		PI3我会主动跟主播通过弹幕聊天或者积极回应他（她）的问题	0.80
	信息分享 Information sharing （IS）	IS1咨询我在直播购买过程中遇到的问题	0.84	0.90	0.90	0.69
		IS2告知他们我对旅游产品的偏好或需求	0.85
		IS3提出自己的想法或建议	0.79
		IS4了解关于产品的相关信息	0.83
	合作行为 Responsible behavior （RB）	RB1我认为直播间的活动需要我积极配合	0.78	0.78	0.78	0.54
		RB2我认为直播不是主播一个人的工作,需要我配合共同合作完成	0.75
		RB3我会积极配合主播的工作	0.68
沉浸体验 Flow experience （FE）		FE1我觉得时间过得很快	0.77	0.84	0.83	0.56
		FE2我的好奇心被激发了	0.76
		FE3我会有操控感	0.68
		FE4我感觉很享受	0.77
购买意愿 Purchase intention （PB）		PB1我愿意购买直播推荐的旅游产品	0.75	0.84	0.84	0.57
		PB2我很可能会考虑购买直播推荐的旅游产品	0.76
		PB3如果需要,我愿意继续通过直播购买旅游产品	0.76
		PB4下次购买旅游产品时,我通过直播购买的可能性很大	0.74

模型 Model	χ²	df	RMSEA	TLI	CFI
五因子模型（假设模型）PI,IS,RB,FE,PB	253.281	125	0.062	0.938	0.950
四因子模型一PI + IS,RB,FE,PB	357.552	129	0.081	0.901	0.908
四因子模型二IS + FE,PI,RB,PB	478.841	129	0.100	0.840	0.860
三因子模型一PI + IS + RB,FE,PB	483.833	132	0.100	0.841	0.861
三因子模型二PI + PB,IS + FE,RB	625.289	132	0.120	0.781	0.811
二因子模型一PI + IS + RB,FE + PB	619.001	134	0.121	0.782	0.811
二因子模型二RB + FE + PB + PI,IS	606.412	134	0.121	0.793	0.822
一因子模型PI + IS + RB + FE + PB	786.046	135	0.134	0.711	0.745

旅游直播中顾客参与对购买意愿的影响研究

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

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Metrics

变量 Variable	均值 Mean	标准差 Standard deviation	人际互动 Personal interaction	信息分享 Information sharing	合作行为 Responsible behavior	沉浸体验 Flow experience	购买意愿 Purchase intention
人际互动 Personal interaction	3.23	0.88	1.000
信息分享Information sharing	3.42	0.88	0.641**	1.000
合作行为Responsible behavior	3.62	0.78	0.394**	0.527**	1.000
沉浸体验 Flow experience	3.33	0.77	0.562**	0.533**	0.416**	1.000
购买意愿 Purchase intention	3.36	0.73	0.524**	0.571**	0.537**	0.564**	1.000

假设 Hyposis	路径 Path	效应值 Effect size	标准误 SE	95%矫正偏差置信区间 Bias-corrected 95% CI			95%置信区间 Percentile 95% CI			检验结果 Results
假设 Hyposis	路径 Path	效应值 Effect size	标准误 SE	下限 Lower	上限 Upper	p值 p-value	下限 Lower	上限 Upper	p值 p-value	检验结果 Results
H₂	IndD	0.32	0.16	0.09	0.68	0.003	0.11	0.72	0.002	支持
H_2a	IndA	0.14	0.08	0.04	0.33	0.011	0.04	0.33	0.012	支持
H_2b	IndB	0.03	0.04	-0.03	0.12	0.269	-0.05	0.10	0.454	不支持
H_2c	IndC	0.05	0.05	-0.01	0.17	0.118	-0.01	0.17	0.138	不支持

研究假设 Reasearch hypothesis	标准化路径系数 Standardize path coefficient	t值 t value	P值 P value	检验结果 Results
研究假设 Reasearch hypothesis	标准化路径系数 Standardize path coefficient	t值 t-value	p值 p-value	检验结果 Results
H₁：顾客参与→购买意愿				部分接受
H_1a：人际互动→购买意愿	0.136	1.174	0.241	拒绝
H_1b：信息分享→购买意愿	0.145	1.362	0.173	拒绝
H_1c：合作行为→购买意愿	0.338	4.065	***	接受
H₂：顾客参与→沉浸体验				部分接受
H_2a：人际互动→沉浸体验	0.549	4.783	***	接受
H_2b：信息分享→沉浸体验	0.105	0.900	0.368	拒绝
H_2c：合作行为→沉浸体验	0.164	1.901	0.057	拒绝
H₃：沉浸体验→购买意愿	0.324	3.42	***	接受

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