From Click to Trip: A Socio‐Technical Perspective on Tourism Live Streaming

ABSTRACT Tourism live streaming can significantly enhance users' desire to travel. Although previous studies have identified many technical and social enablers influencing users' impulsive travel intention, limited research has examined it from a socio‐technical perspective. This paper aims to develop and validate a theoretical model that explains how visibility, personalization, and metavoicing influence impulsive travel intention through parasocial relationship in tourism live streaming. Empirical results (N = 551) reveal that visibility, personalization, and metavoicing exert both direct positive impacts on impulsive travel intention and indirect effects through the mediation of parasocial relationship. This paper also identifies gender as a moderating role in the proposed model. This paper enriches the literature by not only shedding light on the underlying process through which users develop impulsive travel intention, considering both technical features and social interaction but also stands as one of the earliest to investigate the gender's moderating role in this process.