The Influence Mechanism Of Tourism Live Visual Presentation On Tourism Consumers’ Purchase Willingness:Social Media Authenticity Present Perspective

As a new tourism network marketing channel to showcase tourism resources as well as tourism products,tourism live streaming shows great potential in the post-epidemic era.Specifically,tourism live streaming is able to enhance the attractiveness of tourism destinations and enrich tourism marketing channels through the delivery of quality content.In the very beginning,to improve the turnover rate of tourism live-streaming with goods,tourism live-streaming usually imitates ordinary shopping livestreaming to adopt direct and fast-paced price promotion means.However,the essence of tourism products is the consumption of the future,its heavy personality and experience characteristics determine its recommendation should pay more attention to the diversified display of product content.Therefore,tourism live actively changes its thinking and adopts content marketing means to shape the image of tourism destinations through rich visual display forms in order to attract tourism consumers to purchase tourism products within the links and realize direct benefits.The richness of content enhances the vividness of live tourism broadcasting,but it also inevitably generates misleading problems caused by the use of spoofs,distortions,and inappropriate displays to win the demands of tourism consumers.Previous studies have taken a positive dimension and mostly believe that tourism live streaming is authentic.However,the development of digital media technology not only brings about "cloud tourism" destinations,but also may cause tourism consumers to doubt the real purpose of merchants and live streaming content,resulting in different behavioral results.However,there is a clear lack of discussion of this aspect in existing studies.In view of this,this study recruited subjects from the perspective of social media present authenticity,based on stimulus organism response theory and motivational attribution theory,and successively conducted two scenario experiments to analyze the complex influence mechanism of live tourism visual presentation on tourism consumers’ purchase willingness,and obtained the following conclusions:(1)From the direct effect,tourism live visual presentation has a significant direct positive impact on tourism consumers’ purchase willingness.Among them,compared with graphic details and short video presentation forms,the display form of real-time streaming in tourism live streaming can stimulate the purchase willingness of tourism consumers.(2)From the condition analysis process,the negative interaction between visual presentation and skepticism affects the perceived realism of tourism consumers.(3)Perceived realism plays a partial mediating role in the relationship between the interactive items of visual presentation and skepticism and the purchase willingness of tourism consumers.(4)The positive interaction between visual presentation of tourism live streaming and skepticism affects the perceived hypocrisy of tourism consumers.(5)Perceived hypocrisy plays a partial mediating role in the relationship between the interaction of visual presentation and skepticism in tourism live streaming and the purchase willingness of tourism consumers.The research results enrich the antecedent variables of purchase willingness of tourism live streaming,clarify the specific mechanism of action between the visual presentation of tourism live streaming and purchase intention,and can further enrich the research perspective of tourism live streaming marketing.At the same time,the research results can also provide reference for tourism enterprises to carry out live tourism marketing practice,i.e.,to provide a reference for the correct and complete delivery of live tourism information.