Research on the Impact of Live Streaming E-Commerce Model on Tourism Product Consumption Behavior from the Perspective of Emotional Value

Abstract

The continuous iteration of digital technology has rapidly propelled the live-streaming e-commerce industry, creating new development opportunities for the online sales of tourism products. However, the specific mechanisms of interactive marketing and emotional value in this context remain under-explored. Based on the Stimulus-Organism-Response (S-O-R) theory, this study explores how interactive marketing in live streaming e-commerce affects consumers' purchase intention for tourism products, with a focus on the mediating role of emotional value.  Through a survey of 406 valid responses and analysis using structural equation modeling and the Bootstrap method, the research reveals a dual-path influence mechanism.  Specifically, anchor interactivity significantly enhances audience trust, while promotional interactivity effectively improves audience satisfaction. Both trust and satisfaction positively influence purchase intention and act as significant partial mediators. The mediating effects account for 42.23% and 47.13% in their respective paths.  These findings offer theoretical insights and practical implications for tourism enterprises to optimize live streaming strategies by strengthening emotional engagement.