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。
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.
作者
李亚莉
刘艳
谷慧敏
刘璐
顾慧茹
LI Yali;LIU Yan;GU Huimin;LIU Lu;GU Huiru(School of Tourism Sciences,Beijing International Studies University,Beijing 100024,China;Research Center for Beijing Tourism Development,Beijing 100024,China)
出处
《旅游导刊》
2022年第4期42-67,共26页
Tourism and Hospitality Prospects
基金
北京第二外国语学院研究生科学研究项目(项目编号:2020GS14ZD03)资助。
关键词
旅游直播
顾客参与
沉浸体验
购买意愿
tourism live broadcasting
customer participation
flow experience
purchase intention
