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Exploring the influence of perceptual elements in tourism e-commerce live streaming on value co-creation behavior

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Listed:
  • Ma Yue
  • Asad Ur Rehman
  • Ayesha Nawal
  • Shabina Rehman

Abstract

Tourism e-commerce live streaming has become a vital marketing tool for travel businesses, yet sustaining user engagement remains challenging. This study aims to explore how perceptual elements in live streaming influence users’ value co-creation behaviors, with perceived value as a mediating factor. Guided by the Stimulus-Organism-Response (SOR) framework, a conceptual model was developed linking perceptual elements (information content, interactivity, and host characteristics), perceived value (functional, emotional, social), and value co-creation behaviors (participation and citizenship). Based on a survey of 472 live stream viewers in Henan Province, data were analyzed using structural equation modeling and the PROCESS macro. Results show that interactivity and host characteristics significantly enhance co-creation through increased perceived value, while information content shows no effect on social value and host characteristics do not influence functional value. Mediation analysis confirms perceived value as a partial mediator. The findings highlight the importance of perceived value in converting perceptual stimuli into co-creation outcomes. Practically, tourism e-commerce platforms should foster co-creation by enhancing content quality, integrating gamified and interactive features, and training professional hosts to stimulate user engagement.

Suggested Citation

  • Ma Yue & Asad Ur Rehman & Ayesha Nawal & Shabina Rehman, 2025. "Exploring the influence of perceptual elements in tourism e-commerce live streaming on value co-creation behavior," Edelweiss Applied Science and Technology, Learning Gate, vol. 9(6), pages 166-179.
    • Handle: RePEc:ajp:edwast:v:9:y:2025:i:6:p:166-179:id:7762
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