Evidence map›Paper›PMID 40065034›Full record

ArticleScientific reports2025

A study on the causes of viewers' non-continuous following intention in tourism live streaming.

Liu Ding, Guopeng Xiang, Mixiang Peng, Fengyu Bi

Abstract read
PubMed Full text at PMC Publisher
In one paragraph

Article in Scientific reports, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.

0numbers the graph read from it
0cells of the map it votes in
1citing papers in PubMed
–field-weighted citation impact
1 · What the graph read from it

What it found

Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.

The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.

2 · The registry

The trial behind it

Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.

Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.

3 · Its place in the literature

Who cites it

1 citing paper in PubMed.

  1. Article
4 · The record

Corrections and comments

PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.

5 · Who and what money

Authors and funding

4 authors.

Liu DingSchool of Tourism and Urban-Rural Planning, Zhejiang Gongshang University, Hangzhou, People's Republic of China.
Guopeng XiangSchool of Tourism and Urban-Rural Planning, Zhejiang Gongshang University, Hangzhou, People's Republic of China.
Mixiang PengSchool of Business Administration, Zhejiang Gongshang University, Hangzhou, People's Republic of China. pmx2018@163.com.
Fengyu BiSchool of Tourism and Urban-Rural Planning, Zhejiang Gongshang University, Hangzhou, People's Republic of China.

Funding

National Natural Science Foundation of China 72172142
6 · The paper itself

Abstract

With the advancement of digital technologies, tourism live streaming (TLS) has rapidly gained global popularity due to its real-time and interactive features, showcasing significant marketing potential. However, viewer retention remains a major challenge and a bottleneck for TLS development. This study first defined the concept and dimensions of alternative attractiveness in TLS through qualitative interviews. It then constructs an analytical framework based on the Push-Pull-Mooring (PPM) theory. It empirically tests how psychological contract breach, viewer-live streamer social distance, and alternative attractiveness influence viewers' non-continuous following intention (NCFI) in TLS. The findings reveal that these factors significantly impact NCFI. Customer complaining behavior mediates the relationship between psychological contract breach and NCFI, and perceived controllability positively moderates this relationship. This study provides a new theoretical perspective on understanding viewer attrition mechanisms and offers practical suggestions for TLS platforms and streamers to enhance viewer retention.

Indexed as

IntentionTourismAdultConsumer BehaviorFemaleHumansMaleYoung AdultAlternative attractivenessNon-continuous following intentionPsychological contract breachSocial distanceTourism live streaming

Identifiers

PMID40065034
PMCPMC11894127

What OpenQuestion holds

Textmetadata
LicenceCC BY-NC-ND
Read underepoch 390

Registered trials

None linked

Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.