RESEARCH ON THE INFLUENCE OF TOURISM LIVESTREAMING CONTENT ATTRIBUTES ON CONSUMERS’ PURCHASE INTENTIONS

As an emerging marketing model, travel livestreaming has gained popularity among tourist destinations, online travel agencies, and social media platforms. Currently, major travel platforms have launched live streaming rooms through apps like TikTok and Xiaohongshu, attracting users to discover attractions, take photos for check-ins, and ultimately complete transactions. Research shows that the content attributes of travel livestreaming significantly influence consumer purchase intent, helping to boost conversion rates on e-commerce platforms. This paper explores how content attributes in travel livestreaming affect purchasing intentions and examines the mediating role of product involvement. A survey of 402 consumers who watched travel livestreams revealed: The content attributes of travel livestreaming (richness, entertainment value, and emotional engagement) positively impact purchase intention; product involvement moderates the relationship between emotional content and purchase intention, meaning higher product involvement amplifies the positive effect of emotional content on purchase intention.