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oai:keep.lib.asu.edu:node-1947092024-12-23T18:01:48Zoai_pmh:alloai_pmh:repo_items

194709 https://hdl.handle.net/2286/R.2.N.194709 http://rightsstatements.org/vocab/InC/1.0/ All Rights Reserved 2024 83 pages Masters Thesis Academic theses Text eng zhan, yang Choe, Yunseon Ferreira, Bruno Xiao, Xiao Arizona State University Partial requirement for: M.S., Arizona State University, 2024 Field of study: Community Resources and Development Tourism e-commerce live streaming (TEcLS) refers to the real-time online broadcasting of travel-related products or services to engage and interact with potential customers, facilitating virtual shopping experiences and promoting tourism offerings. Previous studies have focused on its advantages compared to conventional methods of tourism marketing and the impact of its unique features on customer behavioral intentions. However, there is relatively less research on tourists’ expectations about the TEcLS purchase experience and their perceptions after concluding the process. This study seeks to bridge this research gap by exploring tourists’ perceived value of TEcLS, taking Hainan as a study site. In-depth interviews were conducted to understand tourists’ motivations, perceived value, and experiences of TEcLS. Results suggest that consumer motivation is driven by high value for money, product diversity, flexibility, high quality of the broadcasts, streamer engagement, and trust. Additionally, consumers reported a positive attitude towards serendipitous discovery and flash sales, and were pleased with what they perceived to be a seamless redemption process. Notwithstanding, they were less enthusiastic about the somewhat mechanistic and scripted nature of some broadcasts as well as concerned with the use of deceitful promo videos in some instances. In order to further improve the consumer experience and the competitiveness of TEcLS platforms, participants suggest enhancing authenticity, streamer expertise, and the use of AI. The findings of this study offer valuable insights into this emerging field, inform the TEcLS industry's marketing and product development strategies, and contribute to the burgeoning body of literature examining tourists’ experience and post-purchase behavior in the context of live-streaming travel products. Behavioral Sciences E-Commerce live streaming Tourism Exploring Consumers’ Perceived Value of Tourism E-commerce Live-streaming: The Case of Hainan Island