What drives viewers’ engagement in travel live streaming: a mixed-methods study from perceived value perspective
通过访谈和问卷调查，从感知价值角度研究了旅游直播中主播专业性和互动性、直播场景的沉浸感、美感和新颖性如何影响观众参与意愿，为直播者、平台和政府提供建议。
Purpose The purpose of this study is to explore the factors influencing viewers’ engagement intention in travel live streaming (TLS) from a perceived value perspective. Design/methodology/approach This study used a mixed-methods approach. In Study 1, 48 semistructured interviews were analyzed based on grounded theory and perceived value theory, and a research framework was established to investigate the impact of viewers’ engagement intentions in TLS. In Study 2, partial least squares structural equation modeling (PLS-SEM) was used to empirically validate survey data from 255 TLS viewers. Findings Through an analysis of the interview content, it was found that the expertise and interaction of the live streamer in TLS as well as the immersion, aesthetics and novelty of the live streaming scene are key influencing factors that affect the engagement of TLS viewers. This finding was confirmed through empirical research. Practical implications This research provides practical suggestions for live streamers, TLS platforms and local government to increase viewer engagement. Specifically, it provides methods and directions for the individual improvement of live streamers, further promotes the development and construction of the platform and underscores the importance of government initiatives in policy support and regulatory framework development. Originality/value This study focuses on the less-researched field of TLS. Using a mixed-methods approach combining interviews and PLS-SEM, this study explores the key factors that affect the engagement of TLS viewers based on the characteristics of live streamers and live streaming scenes.