Personal Brand Equity and Telepresence's Role in Tourism Electronic Commerce Live Streaming

ABSTRACT Despite the increasing popularity of e‐commerce live streaming (ECLS), research development in the hospitality and tourism field lags. Drawing on social impact theory, this study aims to investigate the effects of streamers' personal brand equity (strength) and the live‐streaming broadcasting environment (immediacy) on viewers' tourism product purchase intention. This research developed three experimental studies to examine the causal link between live‐streaming features (i.e., the interactive effect of streamers' personal brand equity and telepresence) and customer responses. The results showed that the interactions between different levels of personal brand equity and telepresence significantly impact positive outcomes related to tourists' behavior and decision‐making. This study contributed to the literature and practices by enhancing the understanding of ECLS as a newly emerging marketing tool in the tourism industry. The findings would encourage more hospitality and tourism companies to leverage ECLS as a new marketing campaign strategy.