Research on the Mechanism of Impulsive Consumption Driven by NarrativeTourism Live Streaming: Based on the SOR Model and the Mediating Effect ofEmotional Value

Research on the Mechanism of Impulsive Consumption Driven by NarrativeTourism Live Streaming: Based on the SOR Model and the Mediating Effect ofEmotional Value

REN Ran¹, SHEN Lingcai², CAO Xuxu¹, LIU Wen¹

(1.School of Economics and Management, Tianjin Agricultural University, Tianjin 300392;

 2. CATARC AutomotiveData of China (Tianjin) Co., Ltd., Tianjin 300393)

[Abstract]: Based on the Stimulus-Organism-Response (SOR) theory and the theory of emotionalevaluation, a regulated mediating model was constructed to explore the internal mechanism by whichnarrative-based tourism live streaming affects impulsive consumption. Through a questionnaire surveyof 165 users who had experienced watching tourism live streaming, data analysis was conducted usingthe structural equation model and the Bootstrap method. The results showed that narrative-basedtourism live streaming significantly affects impulsive consumption through emotional value, withemotional value playing a complete mediating role (total mediating effect of 68.3%). Among the threedimensions of emotional value, the mediating effect of anticipation was the most prominent(accounting for 51.4%), significantly higher than that of pleasure (31.4%) and belonging (17.2%). Thisstudy reveals the internal process by which narrative-based live streaming drives consumptiondecisions from the perspective of emotional transmission, enriching the theoretical framework in thefield of live streaming e-commerce and providing important insights for the precise marketingpractices of tourism enterprises.

[Key Words]: Key Words] Narrative-based tourism live streaming; Impulsive consumption; Emotional value; SORtheory

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