Abstract
After the outbreak of COVID-19, E-commerce lives streaming (ELS) has become popular as a marketing tool to reduce spatial restrictions and control the spread. However, there are concerns about the hesitance to pay after purchasing through ELS. This study examined the psychological factors from a consumer's perspective on reluctance to pay at the end of a hotel reservation through ELS. The conceptual framework of the study integrates the concepts of the stimulus-organism-response (SOR) framework in conjunction with the Five-Factor Model (Big Five). Data were collected from 401 online questionnaires collected by users with no more than three months of ELS experience and causal relationships were analyzed using the partial least squares structural equation modeling (PLS-SEM) technique. The study found that promotion (PROM), Content Quality (CTQ) and Content Valence (CTV) played a crucial role in driving viewer interest in booking through hotel live-streaming (HLS). Viewers with the Extraversion personality type (EXT) show interest in booking accommodations through the hotel e-commerce live streaming platform. Financial and privacy concerns influence the assessment of payment options. In addition, finances and dissatisfaction are essential factors that encourage viewers to hesitate to pay after booking. This study is crucial for applying ELS in the tourism and hospitality industry to create new travel experiences post-COVID-19.
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