旅游产品直播购物情境下消费者购买行为的前因及其影响机制  

Antecedents and Mechanisms of Consumer Purchasing Behavior of Travel Product in Livestreaming Shopping

作　　者：刘春 赵琦 郑红[1,2] LIU Chun;ZHAO Qi;ZHENG Hong(School of Tourism Sciences,Beijing International Studies University,Beijing 100024,China;Research Center for Beijing Tourism Development,Beijing 100024,China)

机构地区：[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

出　　处：《旅游学刊》2024年第3期119-132,共14页Tourism Tribune

基　　金：国家社会科学基金青年项目“数字经济时代免接触服务对旅游消费者行为的影响研究”(22CGL022)资助。

摘　　要：直播购物已成为一种新的消费模式,但目前缺乏对直播间消费者购买旅游产品的行为研究。基于刺激-机体-反应范式,文章采取质性研究方法,探讨旅游产品直播购物情境下消费者购买行为的前因及其影响机制。研究发现:1)除信息质量和主播信息源特性外,旅游产品的独特性和直播购物平台的类型、可信度及营销力亦是影响消费者购买行为的外部刺激;2)消费者对外部刺激的内在感知包括观看旅游产品直播时的沉浸状态、感知易用性和感知有用性,影响其对旅游产品直播购物的态度、观看意愿和购买行为;3)消费者是否会从直播间的“观望者”转变成“购买者”,受旅游消费者自身特质及其感知风险的影响。通过厘清各前因变量之间的关系,及其对直播间消费者购买旅游产品行为的影响机制,文章深化了对消费者购买行为的理解,并为旅游产品直播购物行业长效发展提供了理论支撑。In light of the enormous potential of the livestreaming business,livestreaming has gained popularity as a means for vendors and sellers to boost sales.Due to its revenue generation capabilities,livestreaming commerce has also emerged as a realistic option and preferred choice for tourism enterprises to presell travel products(e.g.,accommodation services,airfares,and scenic spot tickets).Yet,the focus of existing studies is on travel live videos without selling tourism products,but rather streamers broadcasting their tourism experience in real time.Relatively few studies have been published on viewers'purchasing behavior,a core indicator of tourism livestreaming commerce.There is a paucity of knowledge about why consumers purchase travel products in livestreaming rooms,and fresh insights may be gained by investigating why viewers are prepared to purchase tourism products in a livestreaming room.Based on stimulus-organism-response paradigm,the present study adopted an exploratory qualitative approach to explore the antecedents of consumer purchasing behavior of travel product in livestreaming shopping and develop a conceptual framework to clarify the influence mechanisms of these antecedents.A total of 20 in-depth interviews were conducted.With the help of Nvivo 11,thematic analysis was adopted to analyze the interview data.The qualitative data analysis revealed that:(1)In addition to information quality and features of live streamer,the uniqueness of the travel product and the type,credibility and marketing capabilities of the livestreaming shopping platform also serve as external stimuli that influence consumer purchasing behavior;(2)Consumers'flow state when watching livestreaming of travel products,together with their perceived ease of use and perceived usefulness,are consumers'internal perceptions of external stimuli,and influence their attitude towards livestreaming shopping of travel product,watch intention and purchase behavior;(3)Whether consumers move from being a“viewer”to a“buyer”of travel produ

关 键 词：直播购物 旅游产品 消费者购买行为 刺激-机体-反应理论 前因变量 

分 类 号：F59[经济管理—旅游管理]