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Value co-creation in tourism live shopping

Author

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  • Zhang, Yaozhi
  • Prebensen, Nina Katrine

Abstract

Live streaming has been increasingly integrated into e-commerce platforms to sell tourism offerings, yet its value-adding mechanism for enhancing customer shopping experiences remains underexplored. From a value co-creation perspective, this study investigates how customers can co-create value by leveraging the interactive potential in tourism live shopping, and how such customer co-creation behavior can be fostered through the attributes and actions of tourism live streamers, drawing on source credibility and social presence theories. The empirical findings indicate that the credibility traits of tourism live streamers, characterized by trustworthiness, expertise, and attractiveness, are instrumental in fostering customer co-creation behaviors, which can in turn elevate customer perceived value of their tourism live shopping experiences. Additionally, the study reveals that the level of social presence during tourism live shopping sessions may positively moderate the influence of streamer credibility traits on customer co-creation behaviors.

Suggested Citation

  • Zhang, Yaozhi & Prebensen, Nina Katrine, 2025. "Value co-creation in tourism live shopping," Journal of Business Research, Elsevier, vol. 186(C).
    • Handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324004685
    DOI: 10.1016/j.jbusres.2024.114964
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    References listed on IDEAS

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    2. Ri Na & Anan Hu & Qingfeng Zeng & Ruyi Ge & Ruohong Hao, 2025. "Unveiling the relationship between virtual streamer characteristics and consumer purchase intention in live streaming commerce: Insights from source credibility perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-21, December.
    3. Jiang, Jiani & Huhmann, Bruce A. & Liu, Shiang, 2025. "Brand influences on the relationship between livestream seller commissions and sales," Journal of Business Research, Elsevier, vol. 196(C).
    4. Weili Guan & Kai He & Jun Liu & Lingyun Huang & Teng Yu, 2025. "Understanding Consumers’ Travel Live Streaming Watching Behaviors: The Role of Social Distancing and Lack of Mobility," SAGE Open, , vol. 15(2), pages 21582440251, May.
    5. Jerum William Kilumile & Li Zuo & Johakim Katekele John, 2025. "How Influencer Content Credibility Drives Brand Co-creation: Do Social Presence and Consumers’ Psychological Well-being Matter?," SAGE Open, , vol. 15(3), pages 21582440251, August.

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