... and higher readiness for digital engagement. Originality/value This article pioneers the understanding of how the OA within virtual exploration (specifically destination live streaming) fosters mental well-being through stress reduction and restoration. It provides empirical evidence for the OA's...

...Gwen G.Z. Wei; Zach W.Y. Lee; Tommy K.H. Chan; White Liu; Winston T. Su Purpose Live streaming has transformed audience–performer relations by integrating real-time mass broadcasting with varying levels of interactivity. Due to this shift, concepts regarding parasocial and trans-parasocial...

...Yan Zhang; Yongqiang Sun; Cailian Zhao Purpose This study explores the antecedents of viewers' support provision in the live streaming context. Design/methodology/approach An online survey with 316 valid responses was conducted to test our research model. Structural equation modeling (SEM...

...Jun Yu; Chaowu Xie; Songshan Huang Purpose This study aims to identify a value co-creation framework for live streaming through tourism scenes (LStTS). It also clarifies the value attributes of LStTS and makes an empirical test. Design/methodology/approach The study used a mixed-method...

...Fangfang Hou; Boying Li; Zhengzhi Guan; Alain Yee Loong Chong; Chee Wei Phang Purpose Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims...

... effect on the two different behaviors in live-streaming commerce. Design/methodology/approach A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms...

...Fangfang Hou; Zhengzhi Guan; Boying Li; Alain Yee Loong Chong Purpose The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming. Design/methodology/approach This research conducted a mixed-methods study...