The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Impact of Live Commerce Features and Situational Factors on Participation Intention in Tourism Live Commerce

  • Sheng, Congyi (School of Management, Kyung Hee University) ;
  • Yang, Sung-Byung (School of Management, Kyung Hee University) ;
  • Kim, Sung-Eun (Department of Tourism, Kyungpook National University)
  • ;
  • 양성병 ;
  • 김성은
  • Received : 2024.05.26
  • Accepted : 2024.06.25
  • Published : 2024.06.30
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Abstract

Purpose This study explores the impact of tourism live commerce on consumer participation intention. Utilizing Stimulus-Organism-Response (S-O-R) framework and situation theory, the study is to identify the features and situational factors of tourism live commerce and to investigate their impact on flow experience, perceived value, and participation intention. Design/methodology/approach A theoretical model is developed and validated through a survey, adopting PLS-SEM approach. A self-administered questionnaire was developed and distributed via Wenjuanxing, the largest online survey platform in China, in October 2022, resulting in 361 valid responses. Findings The results reveal significant effects of features and situational factors of tourism live commerce on consumer behavior, enhancing the understanding of tourism live commerce and extending the S-O-R framework in this context. The study offers both theoretical contributions and practical implications, providing valuable insights for managers to improve consumer engagement in tourism live commerce.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2023S1A5C2A03095253).

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