Value co-creation in tourism live shopping
从价值共创视角，研究旅游直播购物中顾客如何通过互动创造价值，以及主播的可信度特质（可信、专业、吸引力）如何促进顾客共创行为，进而提升购物体验价值。
Live streaming has been increasingly integrated into e-commerce platforms to sell tourism offerings, yet its value-adding mechanism for enhancing customer shopping experiences remains underexplored. From a value co-creation perspective, this study investigates how customers can co-create value by leveraging the interactive potential in tourism live shopping, and how such customer co-creation behavior can be fostered through the attributes and actions of tourism live streamers, drawing on source credibility and social presence theories. The empirical findings indicate that the credibility traits of tourism live streamers, characterized by trustworthiness, expertise, and attractiveness, are instrumental in fostering customer co-creation behaviors, which can in turn elevate customer perceived value of their tourism live shopping experiences. Additionally, the study reveals that the level of social presence during tourism live shopping sessions may positively moderate the influence of streamer credibility traits on customer co-creation behaviors.