The Impact of Knowledge Transmission Quality in Tourism Live Streaming E-commerce on Consumers' Purchase Intentions in Hainan Province, China
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Abstract
This research article aims to examine the key factors influencing consumers’ purchase intentions and to construct a conceptual model of live streaming e-commerce within the tourism industry of Hainan Province, using a quantitative research design. Using convenience sampling, 450 valid responses were obtained from consumers in Hainan Province who had engaged with tourism-related live streaming e-commerce for at least six months. Data were analyzed using structural equation modeling. The findings indicate that: 1) Knowledge transmission quality has a significant direct positive effect on purchase intentions, with beta equal to 0.145. Consumer perception has a significant direct positive effect, with beta equal to 0.416. Live streamer professionalism has a significant direct positive effect, with beta equal to 0.336. Consumer perception fully mediates the relationship between knowledge transmission quality and purchase intentions, with an indirect effect equal to 0.270 and a 95 percent confidence interval from 0.218 to 0.325. Live streamer professionalism also fully mediates this relationship, with an indirect effect equal to 0.222 and a 95 percent confidence interval from 0.169 to 0.278. Among the sub-dimensions, completeness, perceived trust, and professional knowledge are the most influential. 2) A conceptual model of live-streaming e-commerce and purchase intentions is proposed. Extending the Stimulus Organism Response framework, known as SOR, the model positions knowledge transmission quality as the stimulus, consumer perception and live streamer professionalism as organism mechanisms, and purchase intentions as the response. The model enriches theory and provides managerial guidance for strengthening engagement strategies in Hainan’s tourism live commerce sector.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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