Purpose

Based on social cognitive theory, this study aims to explore the psychological mechanism behind consumer verification behavior following tourism e-commerce live-streaming.

Design/methodology/approach

Based on grounded theory, data were collected through 20 semi-structured in-depth interviews and analyzed.

Findings

This study identified that companies commonly use reminder messages and secondary promotions to facilitate the verification of tourism live-streaming products. Throughout this process, consumers undergo various psychologies related to verification. Specifically, they experience four positive verification psychologies: fear of missing out, anticipated emotions, status self-esteem and promotional perception. They also encounter two negative verification psychologies: psychological reactance and invasiveness. In addition, environmental factors such as the type of tourism live-streaming products and tourism destinations, along with individual trait factors like cognitive miserliness, tourism experience, autonomy, regulatory mode and impulsiveness, play significant roles in shaping verification behavior. These factors collectively influence the formation of verification behavior.

Originality/value

This study can provide recommendations for tourism companies to conduct marketing events following live-streaming. It is one of the earlier comprehensive studies discussing how to promote verification behavior following tourism e-commerce live-streaming. It helps to understand the psychological mechanism underlying the formation of verification behavior.

中文翻译：

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直播后的旅游电商营销：消费者行为与验证心理

目的

本研究基于社会认知理论，探讨旅游电商直播后消费者验证行为背后的心理机制。

设计/方法论/途径

基于扎根理论，通过 20 次半结构化深度访谈收集数据并进行分析。

发现

研究发现，企业普遍采用提醒信息和二次促销的方式来促进旅游直播产品的验证。在这个过程中，消费者会经历与验证相关的各种心理。具体来说，他们经历了四种积极的验证心理：害怕错过、预期情绪、地位自尊和晋升感知。他们还遇到两种消极验证心理：抗拒心理和侵入心理。此外，旅游直播产品类型、旅游目的地等环境因素，以及认知吝啬、旅游体验、自主性、监管模式、冲动性等个体特质因素，对验证行为的塑造也起着重要作用。这些因素共同影响验证行为的形成。

原创性/价值

本研究可为旅游企业开展直播后的营销活动提供建议。这是较早讨论如何促进旅游电商直播后验证行为的综合性研究之一。它有助于理解验证行为形成的心理机制。