2022
DOI: 10.1016/j.tourman.2022.104513
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Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective

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Cited by 128 publications
(59 citation statements)
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References 56 publications
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“…E-commerce live broadcast (livestreaming e-commerce) is a type of e-commerce in which live broadcast is used as a marketing channel (Kang et al, 2021 ; Xie C. et al, 2022 ). It is the result of the two-way integration of live broadcast and e-commerce in the digital age (Wongkitrungrueng and Assarut, 2020 ; Zhou et al, 2021 ).…”
Section: Introductionmentioning
confidence: 99%
“…E-commerce live broadcast (livestreaming e-commerce) is a type of e-commerce in which live broadcast is used as a marketing channel (Kang et al, 2021 ; Xie C. et al, 2022 ). It is the result of the two-way integration of live broadcast and e-commerce in the digital age (Wongkitrungrueng and Assarut, 2020 ; Zhou et al, 2021 ).…”
Section: Introductionmentioning
confidence: 99%
“…E-commerce live streaming has both attributes of e-commerce and streaming media ( Xie et al., 2022 ), which connect potential consumers and goods with the “what you see is what you get” business model ( Wang et al., 2021 ). Specifically, e-commerce live streaming platforms can be divided into two main categories ( Xu et al., 2021 ).…”
Section: Theoretical Backgroundmentioning
confidence: 99%
“…The information provision adds further value to online platforms, such as a company website, product comparison platforms and social media channels. Vlogs have become popular on social media and a credible source of destination information (Xie et al, 2022). By providing information, such as general ideas, complete destination reviews and detailed travel suggestions, vlogs are an influential tool for destination marketing and helping tourists gain insights about a specific destination.…”
Section: Hypotheses Developmentmentioning
confidence: 99%