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Can virtual influencers affect purchase intentions in tourism and hospitality e-commerce live streaming? An empirical study in China

Teng Yu (GBA Digital Intelligence Business Research Center, School of Digital Economy Industry, Guangzhou College of Commerce, Guangzhou, China; Graduate School of Business, Universiti Sains Malaysia, Minden, Malaysia; Department of Management, The Chinese University of Hong Kong, Hong Kong, China and Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China)
Ai Ping Teoh (Graduate School of Business, Universiti Sains Malaysia, Minden, Malaysia)
Qing Bian (School of Management, Guangzhou College of Commerce, Guangzhou, China)
Junyun Liao (Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China)
Chengliang Wang (Department of Education Information Technology, Faculty of Education, East China Normal University, Shanghai, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 24 September 2024

664

Abstract

Purpose

This study aims to examine how virtual influencers (VIs) affect purchase intentions in tourism and hospitality e-commerce live streaming (THCLS) by focusing on the roles of VIs’ source credibility, trust in products, trust in VIs, emotional engagement, parasocial relationships and influencer–product congruence.

Design/methodology/approach

Survey data from 416 active viewers of VIs in THCLS were analysed using partial least squares structural equation modelling.

Findings

This study highlights the importance of the VIs’ source credibility, which positively affects trust in the product, trust in VIs and emotional engagement. However, source credibility does not have a positive impact on parasocial relationships. Trust in products positively influences trust in VIs. Emotional engagement and trust in VIs significantly influence parasocial relationships, which, positively affects purchase intentions. Influencer–product congruence strengthens the link between parasocial relationships and purchase intentions but does not moderate the relationship between trust in VIs and purchase intentions. No significant gender differences were observed, although minor discrepancies were noted in the effect of trust in products on trust in VIs. The importance–performance map analysis revealed that parasocial relationships are the most important factor influencing purchase intentions, while influencer–product congruence has the highest performance, trust in products is the least important and VIs’ source credibility has the lowest performance.

Practical implications

This study provides actionable insights for marketers leveraging VIs in the THCLS sector, emphasizing strategies to enhance VI credibility, foster parasocial relationships, ensure influencer–product congruence and adopt gender-neutral marketing approaches to effectively influence purchase intentions.

Originality/value

This study offers theoretical and practical insights into the role of VIs in THCLS, illuminating their impact on consumer behaviour and purchase intentions.

Keywords

Acknowledgements

Funding: This work was supported by 2024 Guangdong Education Science Planning Project (Special Project of Higher Education, Grant number: 2024GXJK449), 2024 Regular Project of the “14th Five-Year Plan” for the Development of Philosophy and Social Sciences in Guangzhou (Grant number: 2024GZQN85), and 2024 Higher Education Research Project under the “14th Five-Year Plan” by the Guangdong Society of Higher Education (Grant number: 24GQN27).

Data availability statement: The original contributions presented in the study are included in the article/supplementary material, further inquiries can be directed to the corresponding author.

Competing interests: The authors declare no competing interests.

Ethical approval: The author sought and gained ethical approval from the institution’s Research Ethical Board and the study complied with ethical standards. There was no number attached to the approval.

Author contribution: Teng Yu – Design of the work, Data collection, Analysis and Interpretation; Drafting the article; and Final approval. Qing Bian and Chengliang Wang – Data interpretation, Drafting the article and Critical revision of the article. Ai Ping Teoh and Junyun Liao – Data analysis, Interpretation, Editing and Formatting. All authors contributed to the article and approved the submitted version.

Citation

Yu, T., Teoh, A.P., Bian, Q., Liao, J. and Wang, C. (2024), "Can virtual influencers affect purchase intentions in tourism and hospitality e-commerce live streaming? An empirical study in China", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-03-2024-0358

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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