Exploring Purchase Behavior in Tourism E-Commerce Live Streaming: An Extended UTAUT2 Model with Technology Readiness as a Moderator

This study examines the factors influencing users’ purchasing behavior in the context of China’s tourism e-commerce live streaming using an extended UTAUT2 model. A total of 616 online questionnaires were collected for data analysis. The results demonstrate that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, perceived personalization, and perceived security significantly affect purchase intention. Furthermore, facilitating conditions, habit, and purchase intention directly influence actual purchasing behavior. The Technology Readiness Index moderates the effects of effort expectancy, social influence, hedonic motivation, and perceived personalization on purchase intention. This study contributes to the empirical research on tourism e-commerce live streaming. Practitioners should prioritize personalized, accessible, and secure user experiences while enhancing live streamers’ professional competencies and implementing regular customer engagement strategies to drive purchasing behavior.