Vertically versus horizontally differentiated information disclosure in travel live streams – the role of sensory imagery

Purpose This paper aims to investigate the differential effects of vertical attributes and horizontal attributes on visit intention under proximal and distal sensory imagery in travel live streams. Design/methodology/approach This research used a multimethod approach with four studies. Three designed experiments were first employed to prove casual relations of the hypothesized relations. Then, a structural model provided a new sample of the framework. Findings The results suggest that visit intention is higher when vertical (vs horizontal) attributes are associated with proximal (vs distal) sensory imagery. Physical presence mediates the interaction effects between attribute type and sensory imagery on visit intention. Practical implications The finding offers suggestions for multilateral information providers' capability of real-time advertising, seller-focused technology development and proactive relationship management with potential consumers. Originality/value Previous study is less sufficient to describe consumers' traveling interactivities in live-streaming media, where streamers are capable of modifying attribute-based messages and sensory modalities. Rather than focusing on imagery as a comprehensive modality or visual-dominated imagery, this study examines the interaction effects between attribute type and sensory imagery on visit intention. Drawing on reason-based choice and distance-on-distance theories, the finding enriches the evaluation of the effectiveness of live-streaming marketing across varying sensory interactions.