Abstract
This study employs the social interaction motivation of the audience to explore the social capital dual-model relationship generated by the audience of “Virtual Tour Streaming,” a term that describes virtual tour streaming’s nascent digital economy. This is situated in a virtual tour streaming platform to ascertain how it influences the intention of the audience and to use “Swift Guanxi” as the interaction variable to actual intention behavior. This is done to understand the contributions of virtual tour streaming adoption in a direct dial platform of different audience levels and their consumption behavior. The remaining sections discuss the theoretical and practical implications of the study.
Recommended Citation
Hsu, Chia-Shiang; Hsieh, Ming-Chia; Yeh, Wen-Chin; and Yang, Junko, "An Empirical Study on Consumption Intention of Virtual Tour Streaming" (2021). ICEB 2021 Proceedings (Nanjing, China). 53.
https://aisel.aisnet.org/iceb2021/53