... underexplored. Therefore, this study aims to examine the impact of cruise tourism live streaming interaction on consumer purchase intention as well as the mediating roles of perceived trust and perceived value within the Stimulus–Organism–Response ( SOR ) model. Design/methodology/approach A survey...

... an indirect influence on purchase intention through flow experience, while sincerity, truthfulness endorsement, expertise and uniqueness had an indirect effect through perceived trust. Furthermore, self-construal moderated the effect of sincerity and truthfulness endorsement on purchase intention...