The updated iteration of social media provides new possibilities for mitigating environmental problems. To further clarify the environmental value of emerging social media, based on the construal level theory, this study investigated the tourism live streaming of environmental science popular, with presence as a boundary condition. This study constructed a theoretical model of the influence of the streamer interpretation service on the pro-environmental behavior intentions of potential tourists. After conducting a linear regression analysis on 428 randomly sampled questionnaires, it was found that: streamer interpretation service can not only directly stimulate pro-environmental behavior intentions, but also indirectly stimulate pro-environmental behavior intentions through psychological proximity which encompasses cognitive proximity and emotional proximity. Presence can enhance the influence of the streamer interpretation service on psychological proximity, and ultimately affect the pro-environmental behavior intentions. The research results enrich the research on the relationship between emerging social media and potential tourists' pro-environmental behavior.

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旅游直播环境科普能否激发潜在游客的环保行为意愿？解释水平理论分析


社交媒体的更新迭代为缓解环境问题提供了新的可能性。为了进一步明确新兴社交媒体的环境价值，本研究基于解释水平理论，以存在为边界条件，对环境科普旅游直播进行了研究。本研究构建了流光解说服务对潜在游客环保行为意图影响的理论模型。对428份随机抽样问卷进行线性回归分析发现：主播解读服务不仅可以直接激发环保行为意向，还可以通过心理接近度间接激发环保行为意向，心理接近度包括认知接近度和情感接近度。 。存在感可以增强主播解说服务对心理接近度的影响，最终影响环保行为意向。研究结果丰富了新兴社交媒体与潜在游客亲环境行为之间关系的研究。