Decoding the Subtleties: Speech Voice Cues and Their Impacts on Viewer In-Consumption Engagement in Travel Live Streaming

Through a mixed-method approach, this research examines how speech voice cues influence in-consumption engagement in travel live streaming, underpinned by signaling theory. Study 1 examines the impacts of speech voice cues on in-consumption engagement using real-world travel live streaming data. Study 2 employs semi-structured interviews to reveal the underlying mechanisms of how speech voice cues influence viewer in-consumption engagement. Findings show that speech rate had a significant inverted U-shaped effect, whereas loudness and pitch had a significant negative impact on in-consumption engagement. Piecemeal habits, voice-destination consistency, and perceived credibility were identified as underlying mechanisms in speech voice cues. This research extends signaling theory to a dynamic travel live streaming context, empirically explaining how speech voice cues of travel live streamers influence viewer in-consumption engagement.