Research On The Influencing Factors Of Tourism Live Broadcast Users' Information Adoption Behavior

With the advent of the era of 5 g,the rapid development of Internet greatly eliminate the barriers to information,after the outbreak era,the rise of tourism live to satisfy the public never leave home can get a good view of the world's needs,many tourism related industries from offline to online,and to live travel information in the public adopted from a certain extent,also affect the development of the tourism industry.The study of tourism live in academia is less,to study the influence factors of user information adoption behavior in tourism live,provide reasonable Suggestions for development of the tourism outbreak era,this article as a breakthrough point,to contact with tourism live users of semi-structured interviews,discusses the influence factors of tourism live user information adoption behavior and the relevant model was established based on grounded theory,The key influencing factors are identified by DEMATEL method,and the influencing factors of users' information adoption behavior are deeply discussed.According to the research,the following conclusions are drawn: There are seven factors that affect the information adoption behavior of tourism live broadcast users:information technology ability,content production,information source credibility,performance expectation,promotion conditions,perceived risk and adoption willingness.Under the seven main category,behavioral intention,information usefulness,anchors,interactive information ability,information ability,professional personal cognition,improve efficiency,platform push are the key factors that affect tourism live user information adoption behavior,behavioral intention is the user's information adoption intention is the most critical factors.At the end of the paper,suggestions are put forward from the following five perspectives based on the research results for the online development of tourism: Enrich the live broadcast content and improve the platform push;Improve it capabilities and optimize user experience;Improve the credibility of information sources and enhance the trust of users;Seek cross-border cooperation to meet user expectations;Improve laws and regulations to reduce information risks.