Citation

Ahsan, Mst. Nilufar and Almosa, Saad and Kokash, Husam Ahmad and Ahmed, Saif and Alam, Syed Shah (2026) Does ethics perception foster hotel booking intention in livestreaming commerce platform? A cognitive-affective perspective. Journal of Hospitality Marketing & Management. pp. 1-33. ISSN 1936-8623

Text Does ethics perception foster hotel booking intention in livestreaming commerce platform_ A cognitive-affective perspective_ Journal of Hospitality Marketing & Management_ Vol 0, No 0 - Get Access.pdf - Published Version Restricted to Repository staff only Download (445kB)

Abstract

Livestreaming commerce is expanding rapidly in hospitality, yet existing research has largely emphasized hedonic and social drivers and has paid limited attention to ethics-related cues that can be decisive in high-involvement, higher-risk decisions such as hotel booking. Addressing this gap, this study examines how ethics perceptions in hotel livestreaming shape booking intention through cognitive–affective mechanisms, drawing on the Stimulus–Organism–Response (S–O–R) framework and the Cognitive–Affective Personality System (CAPS). Ethics perceptions are operationalized via six cues–surveillance transparency, remuneration fairness, fulfillment reliability, streamer ethics, privacy protection, and non-deception. A three-wave survey of 312 Saudi consumers with recent hotel livestreaming experience was analyzed using PLS-SEM. Results indicate that non-deception and privacy protection strengthen both emotional arousal and self-efficacy, while fulfillment reliability and remuneration primarily enhance self-efficacy and surveillance influences arousal only. Streamer ethics shows limited effects, suggesting that credibility is anchored more in transaction- and platform-level assurances than in presenter-level impressions in this setting. Emotional arousal and self-efficacy jointly increase perceived pleasure, which subsequently predicts hotel booking intention. Contrary to common assumptions, social presence weakens the pleasure–intention relationship, implying that heightened interactivity may introduce distraction or evaluative pressure that dampens conversion-oriented motivation in hotel livestreaming.

Item Type:	Article
Uncontrolled Keywords:	Ethics perception, hotel booking intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD45-45.2 Technological innovations. Automation
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	04 May 2026 03:16
Last Modified:	04 May 2026 03:16
URII:	http://shdl.mmu.edu.my/id/eprint/15846

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