Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis

ABSTRACT

This study employed an attention-interest-desire-action (AIDA) model to explain viewers’ immediate purchase decision-making processes and continuous watching intentions within tourism live streaming. Results revealed that informativity, entertainment, and interactivity each positively influenced immersion; immersion positively influenced viewers’ interest in tourism products and live streaming. Furthermore, product interest positively influenced buying desire, promoting immediate buying behaviour. Whereas live streaming interest did not influence buying desire. Finally, both product interest and live streaming interest positively impacted continuous watching intention. This study also detected group differences by examining gender, age, watching experience and time pressure.

KEYWORDS:

• Tourism live streaming
• AIDA model
• entertainment
• interactivity
• immersion
• product interest
• buying desire
• immediate buying behaviour
• continuous watching intention
• time pressure

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. Trip.com is a renowned enterprise offering online travel services in China.

2. Hereafter all referred to as Trip.com live streaming.

3. The data is from 2020 Trip.com Group Boss Live Stream Big Data Report released by Trip.com Group Institute.

Additional information

Funding

This work was supported by Fundamental research Funds for the central universities of China [JBK2202022].