Driving cruise bookings through live streaming interaction: a chain mediation model of perceived value and trust

Purpose Cruise tourism live streaming has become an integral part of cruise companies’ marketing strategies; however, the mechanism that links cruise tourism live streaming interaction and consumer purchase intention remains 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 was conducted to test the research model, and data from 456 respondents were analyzed using SPSS 27.0 and AMOS 28.0. Findings The results show that cruise tourism live streaming interaction (content interaction, form interaction and interpersonal network interaction) significantly affects consumer purchase intention, and perceived trust and perceived value mediate this relationship. The findings further support the applicability of the SOR model in the context of cruise live streaming. Practical implications This study offers actionable guidance for cruise operators to optimize their live streaming strategies. By enhancing content quality, interaction efficiency and community building, companies can effectively foster viewer trust, amplify the perceived value of cruise products and, ultimately, stimulate cruise booking conversions. Originality/value This study enriches the literature on tourism live streaming by conceptualizing cruise tourism live streaming interaction across three dimensions: content interaction, form interaction and interpersonal network interaction. In contrast to previous research, this study applies the SOR model to cruise tourism live streaming, demonstrating how interaction stimulates purchase intention through the chain mediators of perceived trust and perceived value. Additionally, this study provides practical insights for cruise corporations on optimizing live streaming interaction within their marketing strategies to drive cruise bookings.