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Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis

Li Yuxuan, Erose Sthapit Orcid Logo, Brian Garrod Orcid Logo, Garry Wei-Han Tan

Tourism and Hospitality Research

Swansea University Author: Brian Garrod Orcid Logo

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DOI (Published version): 10.1177/14673584251389137

Abstract

Travel live streaming has gained in popularity in recent years and has become a crucial element of the tourism sector in certain countries. The phenomenon is, however, underexplored in the tourism and hospitality field. This study explores the role of information quality and destination attractivene...

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Published in: Tourism and Hospitality Research
ISSN: 1467-3584 1742-9692
Published: SAGE Publications 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa70574
first_indexed 2025-10-04T19:59:09Z
last_indexed 2025-12-17T05:25:18Z
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spelling 2025-12-16T10:15:02.0878483 v2 70574 2025-10-04 Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2025-10-04 CBAE Travel live streaming has gained in popularity in recent years and has become a crucial element of the tourism sector in certain countries. The phenomenon is, however, underexplored in the tourism and hospitality field. This study explores the role of information quality and destination attractiveness in shaping consumers’ cognition assimilation and travel inspiration arousal, and how these in turn promote impulsive buying behavior when watching travel live streams. PLS-SEM-ANN was used to analyze data collected from 459 respondents of an online questionnaire. The findings showed that information completeness, information accuracy, and destination aesthetic value significantly influenced cognitive assimilation, while destination reputation, destination novelty, and destination aesthetic value all significantly influenced travel inspiration arousal. Furthermore, the results of the artificial neural network analysis indicated that travel inspiration arousal had the greatest predictive power in terms of impulsive buying, while destination aesthetic value had the greatest impact on cognitive assimilation and travel inspiration arousal. This research provides valuable marketing insights for tourism e-commerce and deepens the understanding of the consumers’ impulsive buying behavior driven by cognition and emotion during travel live streaming. Journal Article Tourism and Hospitality Research 0 SAGE Publications 1467-3584 1742-9692 travel live streaming, cognition assimilation, travel inspiration arousal, impulse buying, consumer behavior, PLS-SEM-ANN 16 12 2025 2025-12-16 10.1177/14673584251389137 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee Manchester Metropolitan University 2025-12-16T10:15:02.0878483 2025-10-04T20:48:58.9569466 Faculty of Humanities and Social Sciences School of Management - Business Management Li Yuxuan 1 Erose Sthapit 0000-0002-1650-3900 2 Brian Garrod 0000-0002-5468-6816 3 Garry Wei-Han Tan 4 70574__35832__fce708cb37a8481d9b828cfd285dd443.pdf 70574.VOR.pdf 2025-12-16T10:10:55.0976381 Output 1356285 application/pdf Version of Record true © The Author(s) 2025. This article is distributed under the terms of the Creative Commons Attribution 4.0 License. true eng https://creativecommons.org/licenses/by/4.0/
title Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis
spellingShingle Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis
Brian Garrod
title_short Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis
title_full Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis
title_fullStr Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis
title_full_unstemmed Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis
title_sort Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 Li Yuxuan
Erose Sthapit
Brian Garrod
Garry Wei-Han Tan
format Journal article
container_title Tourism and Hospitality Research
container_volume 0
publishDate 2025
institution Swansea University
issn 1467-3584
1742-9692
doi_str_mv 10.1177/14673584251389137
publisher SAGE Publications
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description Travel live streaming has gained in popularity in recent years and has become a crucial element of the tourism sector in certain countries. The phenomenon is, however, underexplored in the tourism and hospitality field. This study explores the role of information quality and destination attractiveness in shaping consumers’ cognition assimilation and travel inspiration arousal, and how these in turn promote impulsive buying behavior when watching travel live streams. PLS-SEM-ANN was used to analyze data collected from 459 respondents of an online questionnaire. The findings showed that information completeness, information accuracy, and destination aesthetic value significantly influenced cognitive assimilation, while destination reputation, destination novelty, and destination aesthetic value all significantly influenced travel inspiration arousal. Furthermore, the results of the artificial neural network analysis indicated that travel inspiration arousal had the greatest predictive power in terms of impulsive buying, while destination aesthetic value had the greatest impact on cognitive assimilation and travel inspiration arousal. This research provides valuable marketing insights for tourism e-commerce and deepens the understanding of the consumers’ impulsive buying behavior driven by cognition and emotion during travel live streaming.
published_date 2025-12-16T05:33:12Z
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score 11.096068

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