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1 – 3 of 3Yuchen Wang and Rui Guo
Based on social cognitive theory, this study aims to explore the psychological mechanism behind consumer verification behavior following tourism e-commerce live-streaming.
Abstract
Purpose
Based on social cognitive theory, this study aims to explore the psychological mechanism behind consumer verification behavior following tourism e-commerce live-streaming.
Design/methodology/approach
Based on grounded theory, data were collected through 20 semi-structured in-depth interviews and analyzed.
Findings
This study identified that companies commonly use reminder messages and secondary promotions to facilitate the verification of tourism live-streaming products. Throughout this process, consumers undergo various psychologies related to verification. Specifically, they experience four positive verification psychologies: fear of missing out, anticipated emotions, status self-esteem and promotional perception. They also encounter two negative verification psychologies: psychological reactance and invasiveness. In addition, environmental factors such as the type of tourism live-streaming products and tourism destinations, along with individual trait factors like cognitive miserliness, tourism experience, autonomy, regulatory mode and impulsiveness, play significant roles in shaping verification behavior. These factors collectively influence the formation of verification behavior.
Originality/value
This study can provide recommendations for tourism companies to conduct marketing events following live-streaming. It is one of the earlier comprehensive studies discussing how to promote verification behavior following tourism e-commerce live-streaming. It helps to understand the psychological mechanism underlying the formation of verification behavior.
Details
Keywords
- Tourism e-commerce live-streaming
- Verification behavior
- Psychological mechanism
- Grounded theory
- Social cognitive theory
- Marketing strategy
- 旅游电商直播
- 核销行为
- 心理机制
- 扎根理论
- 社会认知理论
- 营销策略
- Comercio electrónico del turismo
- Comportamiento de verificación
- Mecanismo psicológico
- Teoría fundamentada
- Teoría social cognitiva
- Estrategia de marketing