Emotions in Motion: Memory Activation and Consumer Response in Tourism Live Streaming

ABSTRACT This study examines how atmospheric cues in tourism e‐commerce live streaming influence consumer behavior through memory‐based cognitive and emotional processes, drawing on theories of associative memory and cognitive‐affective systems. The data were collected from 548 tourism e‐commerce live stream viewers in China. The results from structural equation modeling indicate that atmospheric cues are significantly related to associative memory cue retrieval and intensify autobiographical memory. Both influence psychological closeness. The sense of closeness, in turn, increases purchase intention. Furthermore, emotional responses amplify the effect of autobiographical memory on consumer behavior, underscoring their moderating role in the cognitive‐affective pathway. These findings advance understanding of digital tourism behavior by integrating memory activation and emotional engagement into a unified framework. The study suggests that tourism live streaming platforms and destination marketers should create visually coherent, emotionally resonant, and socially interactive environments to evoke personal memories and foster psychological connection, ultimately driving conversion and long‐term loyalty.