| Author: | Ling, Keji |
| Title: | The mechanism of the influence of live streaming shopping on consumer purchasing behaviour in the tourism and hospitality industry |
| Degree: | DHTM |
| Year: | 2024 |
| Subject: | Electronic commerce Consumer behavior Tourism -- Marketing Hospitality industry -- Marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xii, 212 pages : color illustrations |
| Language: | English |
| Abstract: | Live streaming shopping is rapidly becoming a mainstream commercial marketing model by integrating the attributes of e-commerce and the rapid user acquisition capability of live streaming. Although live streaming continues to be promoted in practice, its driving effect on online consumption behaviour still lacks theoretical support and empirical evidence, particularly, there is a lack of research on the behaviour of tourism and hotel products live streaming shopping. Based on the "stimulus-organism-response" (SOR) theory, considering the tripartite interaction system formed by consumers, sellers, and the live streaming platform, the empirical study is carried out through mixed-method scale development to verify the effect of live streaming as a new marketing model on online consumption behaviour, and to construct a path-driven model of the relationship between live streaming and consumers' tourism and hotel products online purchase behaviour. The main research results of this thesis include four points. First, this research developed a new scale of live streaming factors for the purchasing behaviour of tourism and hotel products, consisting of product factors and live streamer factors. Second, a new scale of the sense of trust in the SOR model consisting of live streamer trust, store trust, verbal trust, behavioural trust and emotional trust was developed. Third, this research verified the very important role of consumers' internal state (i.e. the organism) in influencing the live purchase behaviour of tourism and hotel products. Fourth, a new mechanism model of live purchasing behaviour of tourism and hotel products consisting of live streaming factors, consumers' internal states and purchasing behaviour under the composition of the SOR model was formed. The research found that live streaming factors do not directly influence purchasing behaviour, whereas live streaming factors are highly influential on purchasing behaviour when mediated by the consumers' internal states. This study offers several theoretical contributions. This research expands the application of the SOR theory from consumer relationship management into the emerging context of live streaming, specifically for tourism and hotel products. And expands the body of knowledge in the field by exploring how live streaming attributes influence consumer purchasing behaviours in tourism and hospitality products. In addition, a measurement scale both from live streaming attributes and consumer’s inner state attributes was developed to assess the impact of live streaming on consumer purchasing behaviours concerning tourism and hospitality products. And unlike other live streaming studies that do not differentiate between commodity classifications, this paper specifically focuses on tourism and hotel products. It analyses how live streaming shopping models affect consumer purchasing behaviour in this distinct sector. Finally, by developing a model of consumer purchasing behaviour tailored to live streaming scenarios, this study augments our understanding of such behaviours and addresses theoretical gaps in the marketing of tourism and hospitality products within livestreaming environments. The study also has practical implications for e-commerce websites and sellers, providing them with ideas and suggestions for utilizing the marketing value of live streaming to enhance their market competitiveness. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7879.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.11 MB | Adobe PDF | View/Open |
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